Holiday comparison site Icelolly.com has announced a series of sponsorship deals with ITV shows.

The Leeds-based firm will be headline sponsor for Change Your Tune, Dickinson’s Real Deal and STV’s Judge Rinder.

The latest strengthening of ties with the national broadcaster builds on a five year partnership that has seen Icelolly raise its awareness among consumers.

For a number of years the firm has provided holiday prizes to popular TV game shows, including Ant & Dec’s Saturday Night Takeaway, when in 2015, 50 members of the audience were whisked off to New York for the season finale.

This latest ITV sponsorship campaign coincides with the re-launch of Icelolly.com’s new holiday comparison service earlier this year.

Users can now search, sort and filter holiday deals from the UK’s biggest holiday providers such as Tui, Jet2holidays, On the Beach and Love Holidays with real time pricing and live availability displayed across all deals.

Ross Matthews, chief marketing officer at icelolly.com, said: “We’re delighted to be continuing our close partnership with ITV, one of the largest and most-loved TV networks in the UK.

“Given Icelolly.com’s broad audience appeal, there is a natural crossover between the shows we are sponsoring and our ability to help the UK public save time and money when researching and booking their family holidays”.

Jason Spencer, business development director at ITV, added: “We are really excited to have icelolly.com as the sponsors of not only one of our much-loved daytime shows but also a brand new entertainment format in peak-time.

“We hope to use this as a platform for growth for icelolly.com in the competitive travel sector whilst engaging our audience across the schedule”.