The satellite broadcaster BSkyB has secured a deal with the milk product wholesaler Dairy Crest.
The deal will see the milkshake brand FRijj becoming the main sponsor for the popular Saturday morning football show Soccer AM.
The deal means that the milkshake brand will be getting fifteen second idents at the start and the finish of the Sky Sports One show every Saturday morning throughout the football season, as well as five second idents at the beginning and end of the commercial breaks.
The idents will be created by Grey London and will be of a funny nature, depicting people playing football on a muddy field.
Soccer AM broadcasts every Saturday morning during the football season from 9 am to 12 pm and according to the sales and marketing director of Dairy Crest, Marc Dubery, this is an opportunity to communicate with their target customers, which are young males.