Young fashion retailer Blue Inc has inked a sponsorship deal for the next series of ITV2 reality programme The Only Way Is Essex.

The deal includes  idents which last between five and fifteen seconds and will feature over 12 episodes of the series which starts on Sunday.

The sponsorship deal coincides with the spring 2013 collection launch at the young, urban fashion retailer.

Blue Inc chief executive Steven Cohen said: “We feel that this partnership is great for our brand identity and fits perfectly with our target market. This is the first time that we have worked with a television show and we expect the opportunity will further position us as a brand of choice for the show’s viewers.”