Tombola is set to be unveiled as the new sponsor of major ITV show I’m A Celebrity… Get Me Out of Here! as part of a multimillion-pound deal.

The partnership will see the online bingo firm sponsor the new series, fronted by Geordie stars Ant and Dec, when it returns towards the end of the year, as well its spin-off Extra Camp on ITV2 and content on the ITV Hub.

I’m A Celebrity… Get Me Out of Here! is one of the most popular programmes on UK TV and this year will be its 17th series, following on from a record year in 2016 with the finale setting the channel’s biggest audience figure for the year.

The grand final last year saw an average of 10.5m viewers tune in to see the North East’s Scarlett Moffatt crowned Queen of the Jungle, and the show reached a peak of 11.4m – making it the most watched final of the show since 2013.

The production of the campaign will be managed by Über Agency, continuing their long running relationship with tombola.

tombola chief executive Phil Cronin said: “I’m A Celebrity… Get Me Out of Here! is a perfect fit for tombola given both entertainment brands are about having fun and community.

“With 10m viewers the show is must see viewing including in my own home, so it’s a great match for tombola, which has more players than other bingo site in the UK.

“tombola previously sponsored Emmerdale on ITV for three years so we’re excited to be working with the broadcaster again. This time, we’ll be using our sponsorship to support tombola arcade, which gives people the opportunity to play arcade games on the go.”