moneysupermarket.com, Syco TV, FremantleMedia Enterprises (FME) and ITV have unveiled moneysupermarket.com as the new, fully integrated sponsor of Britain’s Got Talent, which returns in the spring. The show represents the comparison website’s first major sponsorship, and includes broadcast sponsorship of all Britain’s Got Talent programming, online sponsorship of the official Britain’s Got Talent website, plus interactive, mobile and off-air licensing.

On air and online creative for moneysupermarket.com will be produced by creative and digital agency Dare. The official Britain’s Got Talent website will be produced by talkbackTHAMES digital. moneysupermarket.com’s media agency, MBA, brokered the deal for the company.

The 2011 series will feature new judges Michael McIntyre and David Hasselhoff who join Amanda Holden, and during the live stages, Simon Cowell. The show is produced by talkbackTHAMES and Syco TV. In 2010, Britain’s Got Talent drew an average audience of 11.4m viewers and a 46 per cent share of viewing, with a peak audience of 15.8m viewers tuning in to watch Spellbound crowned winners in the final.