Giffgaff replaces Domino's as sponsor of The Voice

The Voice will have a new sponsor in the form of mobile network Giffgaff when it returns for a second series on ITV on Saturday night.

Giffgaff’s idents for the show will feature the faces and tweets of fans. The idents were created by DBLG and the sponsorship deal was negotiated by All Response Media.

Tom Rainsford, Giffgaff brand director, said: "We love The Voice. It’s such a wonderful, positive show and who doesn’t need a bit of that in January?

"It gives us the opportunity to put our brand in front of loads of people and in a truly Giffgaff way, we’re celebrating the fans of the show and featuring them and their tweets every week."

Last year’s series of the singing contest – the first on ITV, after five series on BBC One – was sponsored by Domino’s.

But the show suffered a decline in viewers, with 3.6 million watching last year’s final, compared to 4.5 million for the BBC’s final series, based on overnight figures. This was despite the return of Tom Jones as one of the four judges.

ITV confirmed Domino's sponsorship had been a one-year deal, but declined to comment further. Campaign has approached Domino's for comment.

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