The National Lottery will sponsor Britain's Got Talent for its tenth series this year.
National Lottery operator Camelot will promote its main Lotto draw throughout the show with both on-air ads and competitions.
Players of the National Lottery will get the chance to win VIP tickets to attend the Britain's Got Talent live semi-finals later this year with 10 guaranteed winners.
Sally Cowdry, consumer and retail director at Camelot, said (via
The Drum): “Lotto changes lives across Britain on a weekly basis – by creating more millionaires and playing an amazing role in raising £34m every week for National Lottery-funded Good Causes.
"Britain’s Got Talent, as well as being hugely entertaining, has the ability to change people’s lives. So, there really couldn’t be a more perfect fit between the two brands.”
Britain's Got Talent starts next month on ITV.