The Week: Currys signs up as new sponsor of The Simpsons on Sky

Currys has signed up to be the new sponsor of The Simpsons on Sky1.

The year-long deal starts on 28 June and comprises broadcast sponsorship of all episodes in high- and standard-definition on Sky1, Sky1 HD and Sky2.

The idents, by M&C Saatchi, take a humorous look at problems associated with electrical items and aim to communicate the benefits of Currys' customer services, such as next-day delivery and installation.

Sky Media and Walker Media negotiated the deal, which includes 15-second pre- and post-rolls and five-second break bumpers, along with branding on programme trailers.

David Shore, the head of sponsorship at Sky Media, said: "The show continues to be a key element of Sky1's success and we are delighted that Currys has taken the opportunity to share in this with us."

Online sponsorship includes all display ad placements and brand integration on the Sky1 Simpsons website.