WORCESTER energy giant npower has signed one of the biggest TV sponsorship deals of the year by agreeing to back top police drama The Bill.

The move will see sponsorship slogans flashed across TV screens nationwide for the first time in the series' 17-year history.

Npower's message, "constantly working to lower your bills", will be screened at the start, end and before advertisement breaks throughout the autumn season, starting on Tuesday, September 5.

A series of light-hearted inserts featuring policemen, villains and an npower bill are to run alongside the slogan.

The seven-figure deal follows hot on the heels of npower's announcement it is to sponsor the FA Premier League.

"The sponsorship deal set up by Carlton Television and media specialist Manning Gottlieb Media is part of an imaginative new marketing strategy designed to raise the brand's profile among UK consumers while cleverly promoting our message," said Kevin Peake, head of brand marketing for the Worcester company.

"Our association with The Bill is the second big sponsorship deal that we have announced this month and signals our intention to become a major brand.

"The Bill sponsorship will be further supported by a 30-second TV commercial which also uses a police theme."

David Prosser, director of sponsorship at Carlton Television, welcomed the move.

"We are thrilled that npower has decided to sponsor The Bill this autumn," he said.

"The programme is a prestigious and long-running series for ITV and this is another example of how sponsorship is being utilised by major advertisers as an integral part of their media communications."

Marco Ramos, group director for Manning Gottlieb Media, said the brand values of The Bill were a "brilliant showcase" for the power giant.

"The programme does what ITV excels at - delivering massive audiences with a broad profile.

"The fact that npower is the first sponsor of the show is also vital, giving us increased stand-out at a time when The Bill is being re-energised."