Tio Pepe to sponsor Gordon Ramsay show Hell's Kitchen

LONDON – ITV has signed a deal with Tio Pepe, the dry Fino Sherry, to sponsor the much-awaited new reality TV series 'Hell's Kitchen' on ITV1.

Ten celebrities including Edwina Curry, Belinda Carlisle, Roger Cook and Matt Goss have been confirmed to staff the kitchen of Gordon Ramsay's new restaurant, Hell's Kitchen, and Angus Deayton will present the live two-week event where the celebrities are groomed for culinary excellence by the hot-headed Ramsay himself.

News of 'Hell's Kitchen' comes as scenes from Ramsay's Channel 4 show 'Ramsay's Kitchen Nightmares', where the chef parachutes into a local restuarant in dire need of trouble, are reported to be fake.

Some of Ramsay's most explosive outbursts on the show, where he called one chef a "lazy slob who lacks inspiration" and that he cooked like a "twat", are said to have been set up.

The allegations were made by the owner of one of the restaurants filmed, Bonaparte's in Silsden, West Yorkshire. The owner said she was told by Channel 4 to keep on her chef, who was already set to go, because it would make good TV.

The sponsorship package for 'Hell's Kitchen' includes broadcast credits, online, SMS, licensing and off-air marketing opportunities.

Jeremy Rockett, marketing director of Tio Pepe owner Gonzalez Byass UK, said: "We're delighted at the opportunity to work with the UK's most celebrated chef and to showcase Tio Pepe alongside great food."

The creative will feature the strapline "Good food tastes better with Tio Pepe".

Tio Pepe's sales are currently up 13% over the last year.

Separately, Anadin Ultra sponsors Ramsay's current reality show 'Kitchen Nightmares'.

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