The deal, negotiated by Acumen Partners and ITV Sales, includes the sponsorship of two new spin-off programmes on ITV2 -- 'FW TV' and 'Footballers' Wives Extra Time'.
Softlips, owned by Mentholatum, replaces Scottish Courage wine-based ready-to-drink brand Bliss as the sponsor of the programme. Bliss had sponsored the third series as part of a £2m marketing programme last year.
Jill Ritchie, brand manager for Softlips, said: "Softlips is the fastest-growing lip care brand in the UK, and we are confident this association with 'Footballers' Wives' will further consolidate our position in the market."
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