Constellation Europe has secured a sponsorship deal in the UK with Channel 4 for the hit television show Come Dine With Me.

The arm of Constellation Brands confirmed earlier this week that the tie-up will support its Echo Falls, Kumala and Hardys wine brands in the country.

The deal will cover sponsorship of all Channel 4 and More4 transmissions, as well as Video On Demand (VoD), online and sponsorship activation of Come Dine With Me. It will run for seven months, starting 1 June, with Echo Falls as the first brand featured.

Financial details behind the sponsorship, which opens with Echo Falls, before progressing to Kumala, and then Hardys in the run-up to Christmas, were not disclosed.

"We are very excited about this sponsorship and the opportunity it offers us to really bring our brands to life at point of purchase," said Clare Griffiths, vice president of consumer marketing for Constellation Europe. "The show is classed as must-see viewing due to its relevance to the current climate."

The sponsorship will be supported by a through-the-line marketing campaign, including in-store activity. While each brand is on air, brand-specific promotions will take place in key outlets and in target media, the company said.