Zamaretto, the flavoured amaretto brand owned by Interontinental Brands, has become the new broadcast sponsor of Justin Lee Collins’ Good Times on Channel 5 in the UK.

For 10 weeks from Monday 29 March, Zamaretto will be on air before, during and after the magnificently glossy talk show, said ICB today (26 March).

It said the deal is worth more than GBP175,000 (US$260,000).

"This programme will be vigorously promoted on trailers on Five, Fiver and Five USA and Zamaretto will also be featured online," said the firm.