Cadbury has signed a new deal with ITV's Coronation Street to take the Birmingham manufacturer into the second decade of its sponsorship of the soap.
Cadbury's £10 million per year tie-up with Coronation Street - the largest broadcast sponsorship outside the US - has been extended for a further two years, until the end of 2007.
The promotion of the Cadbury's brand with the long-running soap has bloomed over the years, beginning with a brief mention of the fact of its sponsorship, to providing a coveted platform for the launch of its new products.
The deal covers all episodes of Coronation Street transmitted on the ITV channels, ITV1 and ITV2.
ITV said it could sign further sponsorship agreements with Cadbury this year on the back of new interactive services offered by the broadcaster, such as short episodes of Coronation Street to be watched on a mobile phone, known as mobisodes. Cadbury may even consider product placement on the show.
An ITV spokeswoman said: "Cadbury and ITV will explore innovative ways in which we can both exploit the sponsor-ship still further, although it is too early to say what form these will take at this stage."
A spokesman for Cadbury said the deal was "without doubt" the UK's most famous and successful sponsorship - a family brand associated with a family programme.