Tesco has been announced as the new headline sponsor for Britain’s Got Talent, using the opportunity to highlight its loyalty scheme.

It will showcase its Clubcard initiative as part of a comprehensive campaign. Developed in collaboration with BBH London, the new ident campaign aligns with Tesco’s celebration of its 30th anniversary this month.

The sponsorship will extend across social media, incorporating licensing rights and digital assets.

Viewers can expect to see Tesco Clubcard’s recognisable branding, including its logo, seamlessly integrated with the iconic Britain’s Got Talent buzzers.

The idents will debut on 22 February when the ITV show returns, accompanied by a range of special activities throughout the season to mark 30 years of Clubcard.

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.”