Vauxhall will fully fund two 60-minute programmes that focus on its quest to unearth young motor-racing talent via a competition that pits amateur drivers against each other. The programme, VXR Racing Driver of the Year, will follow the competition at the semi-final and final stages of the contest.
The deal forms part of ITV's strategy to boost its advertiser-funded programming.
VXR Racing Driver of the Year will be produced by the production company North One Television after ITV negotiated the deal with Laura Brown, the sponsorship manager at Vauxhall's media agency, Carat.
The programming will support ITV's motorsport coverage on ITV4, which includes the British Touring Cars Championship.
Richard Hughes, the group marketing and communications manager at Vauxhall Motors, said: "We believe this unique show will appeal to ITV4's young male audience, and we look forward to the event growing in the future."