UK hotel group Travel Inn will be sponsoring a new Channel 4 tv show, called Shattered.

The show, which will be hosted by Dermot O’Leary, is based around 12 participants competing to win a potential prize of £100,000 by staying awake for as long as possible. It will begin on 4 January and run for a week.

The Travel Inn sponsorship deal includes the nightly Shattered shows on Channel 4 plus daily streaming on E4 and sponsorship of the website. The deal was negotiated by Travel Inn’s media buying agency OMD Affinity and screenings of the show will coincide with the second major Travel Inn UK advertising push.

Sales and marketing director of Travel Inn, Gill Baker, said: “This programme is the perfect fit for our brand. We are the only UK hotel company to offer a 100 per cent Satisfaction Guarantee, because we’re dedicated to providing everything our customers need for a good night’s stay, every time.” Details: www.channel4.com/shattered