Following the partnership with ITV on I’m A Celebrity… Get Me Out of Here!, the online retailer will now be lead sponsor for the game show.

In for a Penny will return to Saturday night television on 17th April, with host Stephen Mulhern surprising members of the public who then partake in silly games and challenges.

Chris Chalmers, marketing director of Studio.co.uk, said: “ITV’s In for a Penny is a much-needed dose of fun and escapism for families across the UK on a Saturday evening.”

Paul Cooper, COO at MediaCom North, which brokered the sponsorship, said: “We are thrilled to see our strategy come to life. This has been a true collaboration between Studio, MediaCom, Cheetham Bell and ITV and is a perfect example of our partnership approach. Aligning our brands to the content we know audiences love is key, but at MediaCom we believe in optimising the full system, marrying brand building activity with performance driving elements, especially within online retail. In for a Penny is the perfect partner to convey Studio’s family-focused, relatable and value-loving tone of voice and we are proud to be working on this campaign with Studio.”

The series will welcome a host of brand-new games as well as bringing back some well-loved favourites, with unsuspecting members of the public in with a chance of winning anything from the price of their petrol to a sizeable cash prize.

Sales at Studio Retail grew by 32% in a record-breaking third quarter of its financial year, as the company goes from strength to strength. Chris Chalmers added: “Given our strong heritage in family-focused value products, this sponsorship is a great opportunity to increase consumer engagement with our brand. As with Studio.co.uk, the show has something for the whole family and with much of it taking place live, it really is a fun show for families to enjoy together.”

Studio.co.uk is also launching a prize draw on 17th April, to giveaway £1,000 to spend with the company online. Dedicated In for a Penny content will also take centre stage across Studio.co.uk’s own digital and social platforms.

Jason Spencer, business development director at ITV, said: “We are delighted to have Studio on board to help us bring laughter to the UK’s lounges this April, building on our previous partnerships.”

For more on the prize draw to win £1,000 to spend at Studio.co.uk, visit www.studio.co.uk.