Icelolly.com is to sponsor of Piers Morgan’s Life Stories on ITV.

The deal, which includes broadcast and online sponsorship, is part of a multi-million pound investment by the holiday comparison and deals website to drive brand awareness and growth.

Piers Morgan’s Life Stories will debut on May 25 with a show featuring Spice Girl Mel B.

The 60-minute programme will air at 9.30pm for five weeks, and is predicted to deliver a weekly audience of more than four million viewers.

Icelolly.com chief marketing officer Ross Matthews said: “The first few months of 2019 has seen us cement our position as the UK’s leading holiday comparison and deal travel deals site.

“The Life Stories theme fits perfectly with icelolly’s ongoing ‘Do It For The Stories’ campaign, enabling us to reach a substantial audience with our core message that ‘we’ll find the deal to get you there’.”

The company claims 40% brand awareness, up 5% since the turn of the year, on the back of TV advertising which broke on Boxing Day 2018.

The company business sees the sponsorship of Piers Morgan’s Life Stories as an opportunity to showcase the brand to a wider audience and driver further growth.