Tesco Finest is to tie-up with ITV’s flagship drama Downton Abbey, in its first TV sponsorship deal.

The deal will run throughout the upcoming fourth series of the popular period drama across broadcast, mobile and online platforms. 

Tesco UK marketing director David Wood said: “We are really excited to be working with Britain’s best-loved drama. Downton Abbey is a great brand fit for Tesco Finest. The show is well crafted, authentic, and inspiring. The partnership will build on these fundamental elements, bringing them to life across multiple platforms as we gear up for an exciting few months for Finest.”

ITV commercial and online sales director Mark Trinder said: “The coming together of two of the UK’s most high-profile brands this autumn in Tesco Finest and Downton Abbey makes for a high-impact partnership. The package is a great example of how partnering with ITV can enhance a brand’s appeal to the benefit of our customers and viewers.”

Downton Abbey’s third series had 12 million viewers and a 40% share of the audience.