Tesco has become the new headline sponsor for TV show Britain’s Got Talent, as it aims to promote its loyalty scheme.

The UK’s leading retailer’s Clubcard initiative will be showcased as part of an integrated campaign.

Photo: Still from Tesco Clubcard’s ident showing the Britain’s Got Talent golden buzzer.

It will feature across social media with licensing rights and digital inventory, with viewers to see Tesco Clubcard’s distinctive assets, including its logo, integrated with the famous Britain’s Got Talent buzzers.

The idents will go live when the ITV show kicks off from 22 February and will be supported by a host of special activities throughout the series, to celebrate 30 years of Clubcard.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Tesco Group customer director Becky Brock said: “We are so excited to be this year’s headline sponsor of Britain’s Got Talent, and we feel like Clubcard and Britain’s Got Talent are an ideal match.

“As we celebrate 30 years of Clubcard throughout this year, we wanted to partner with a show that we know our customers love. We invite fans of the show to watch along with their favourite Tesco treats and get involved with the surprises we have coming up in our milestone year.”

Developed in partnership with BBH London, the new ident campaign comes as Tesco celebrated its 30th anniversary this month.

The supermarket marked the milestone by awarding its more than 300,000 staff an extra £9m in free Clubcard vouchers.