Lidl has been announced as the first ever sponsor of the brand new ITV entertainment show The Masked Dancer.
The new sponsorship will see the Masked Dancer stage turned into a Lidl store, with a specially created Masked Dancer character, Goose.
“The huge popularity of The Masked franchise, locally and globally, makes it the perfect platform to showcase what Lidl has to offer, for everyone,” Lidl GB marketing director Claire Farrant said.
“Through this partnership we will be sharing more of our tongue and cheek personality, whilst reinforcing our position of offering the highest quality and best value for all of our customers.”
Launching on May 29 at 7pm, The Masked Dancer will see celebrity contestants perform unique dances, whilst covered from head to toe in colourful costumes and face masks leaving the viewers and panel to guess their identities.
The panel for the show includes, Strictly Come Dancing professional Oti Mabuse, chat show host Jonathan Ross, comedian Mo Gilligan and TV presenter Davina McCall.
Mabuse replaced singer Rita Ora, who was on the panel of The Masked Singer.
ITV director of digital and creative partnerships, Bhavit Chandrani added: “The Masked Dancer is sure to captivate viewers when it lands on ITV and I’m really excited to welcome Lidl as sponsors for the first time.
“The sponsorship idents bring the partnership between the brand and the programme to life and showcase the creativity of the teams involved.