Online electricals retailer AO.com has announced that it has signed a sponsorship deal with ITV, FremantleMedia UK and Syco Entertainment to sponsor the forthcoming eleventh series of Saturday night hit show, Britain's Got Talent.

The exclusive deal is a first for AO.com and includes on-air and mobile companion app sponsorship plus multi-platform activation over the shows' audition stages, live shows including multiple digital assets.

The comprehensive licensing package will include a brand new creative, The AO.com Green Room. Delivered by commercial production company The Mob and directed by BTAA-winning comedy and performance director Sarah O'Gorman, the creative will form AO.com's new idents and will bring to life the surprising backstage moments that happen at the show.

AO.com will be using the sponsorship to demonstrate how it brings unexpected moments to its customers through its exceptional service, similar to the feeling that the ITV show brings to its viewers.

The deal was struck by AO.com's media agency, MediaCom North.

John Roberts, AO.com founder, commented: "We are really excited to be partnering with one of the biggest shows on ITV. This is a major investment in the AO brand to enable us to bring the AO Way to so many more UK customers.

"Our mission is to be the best European electrical retailer by being exceptional in the moments that matter for our customers as Britain's Got Talent is for their viewers. The alignment with Britain's Got Talent is the perfect springboard and we are excited to be working together with such a great team on the project".

Andrew Kirkcaldy, AO.com Brand Director, provided more background on the move: "From day one, the partnership between ourselves and Britain's Got Talent has felt like the perfect fit. Britain's Got Talent continuously gives its viewers the unexpected and AO.com aims to always go above and beyond with its extraordinary service. By joining forces, we are looking forward to creating some amazing and surprising moments together".

This year's series will see judge favourites David Walliams, Amanda Holden, Alesha Dixon and show creator Simon Cowell returning for the sixth year in a row. The presenters will once again be the inimitable pairing of Ant and Dec. The show will air on ITV this Spring.

Nigel Hall, Global Head of Television, Syco Entertainment, said: "We are delighted at this new partnership with AO.com. This is a really exciting opportunity for us to work together to create a unique and innovative collaboration. We can't wait for the new series of Britain's Got Talent to begin!"

Jason Spencer, Business Development Director at ITV, was equally upbeat: "We are thrilled to be working with AO.com as sponsor of Britain's Got Talent", he said. "AO.com is a fast-growing, ambitious company and we look forward to activating the many varied elements of this new partnership across all of ITV's and AO.com's platforms to turbo charge their business".

Jayne Stephens, Head of Brand Partnerships at FremantleMedia added: "We're delighted to be partnering with AO.com and look forward to working closely with them in bringing to life the AO Green Room creative and unexpected moments through all internal and consumer facing touchpoints of the campaign".

"As a growing, fast moving and entrepreneurial online business, AO.com is the type of brand we at MediaCom North do our best work for", said Paul Cooper, Managing Director of MediaCom North Group. "We are proud to support them on their growth to becoming the best electrical retailer in Europe. The AO.com and Britain's Got Talent partnership is a great example of how we work with our clients and media partners to place brands closer to the content that audiences love".