On the Beach has confirmed it will sponsor ITV's award-winning comedy Benidorm for its 10th season.

Viewers will see a short On the Beach ident at the start of each show and after each ad break.

The new series of the hit TV show, which follows the lives of Brits abroad, is filmed at the Sol Pelicanos Ocas Hotel in the heart of Benidorm and will hit UK TV screens next Wednesday at 9pm.

A special one-off documentary, 'Benidorm: 10 Years on Holiday', will air tonight at 9pm.

Benidorm and the Costa Blanca region of Spain is one of On the Beach's most popular summer sun destinations with early booking data showing the destination is set to be the third most popular hot spot amongst its customers this summer.

Chief marketing officer Alistair Daly said: "Once again, we are delighted to be associated with such an iconic British comedy. The show remains a firm favourite amongst British television viewers and no doubt many of our customers and we are sure the new season will prove a big hit.

"Benidorm is a key destination for On the Beach and has been a very popular destination amongst British holidaymakers for many years. Our booking data suggests that once again, millions of British sun-seekers will be jetting off to enjoy all that Benidorm has to offer this summer."

Courtesy of Travelmole