Protein World sponsors Ex on the Beach and Geordie Shore

Protein World, the weight-loss supplements brand, is sponsoring MTV's Ex on the Beach and Geordie Shore.

There will be idents around the fourth series of Ex on the Beach when it airs tonight, and then for the 12th season of Geordie Shore. It also includes Geordie Shore: Their Journey.

One spot, which was created in-house, shows four girls in bikinis on a beach posing for a photographer.

Viacom International Media Networks’ Velocity International team brokered the deal with Protein World. There was no media agency involved.

The deal also includes ads running during the shows in the UK, France and Germany. Protein World launched its TV ad campaign earlier this month featuring women exercising, dancing and running on a beach.

Protein World famously caused controversy last year which its "beach body ready" ad campaign, which prompted hundreds of complaints to the Advertising Standards Authority on the grounds of being offensive.

Richard Staveley, the global marketing director at Protein World, said: "Since our launch in 2013 we have made waves in the supplement industry just as MTV have led the way with reality television over the last few years, and indeed music on the whole over the last 30 years.

"We're particularly excited to be the 2016 sponsors of Geordie Shore and Ex on the Beach, two shows which represent the lighter side of the Protein World 'work hard play hard' ethos."

Lee Sears, the vice president for trading and sales at Velocity International said both shows are drawing in record ratings among 16- to 34-year-olds.