Morrisons is to sponsor a new ITV1 TV programme this summer called Born to Shine.
Hosted by Natasha Kaplinsky, Born to Shine shows youngster mentor famous faces who will be learning a new skill, which they must then perform in a live show.
Among the celebrities taking part include comedian Jason Manford, actor and film director Nick Moran, Rugby player Gareth Thomas and journalist Jennie Bond.
The series is a collaboration between ITV and Save the Children.
Born to Shine culminates in a fund-raiser featuring the celebrities whose performances attracted the most votes.
Morrisons group commercial director Richard Hodgson said: “Save the Children undertakes vital, lifesaving work so we’re delighted to help them reach the widest possible audience and raise essential funds.”
Sponsorship idents will be created for Morrisons by DKLW Lowe.