Vitality has announced it will sponsor Sky Sports' dedicated channel for the 2015 ICC Cricket World Cup.
The deal will also see Vitality branding on Sky's website, the Sky Sports app and on Sky Go.
The new channel replaced Sky Sports 2 from 6am on Friday 13 February 2015.
The World Cup channel will broadcast 49 matches across six weeks and there will also be over 1,000 hours of related programming.
Vitality currently sponsors Sky Sports Rugby Union, Sky Sports and Sky Sports News HQ, and recently announced sponsorships of rugby across the UK.
Keith Kropman, marketing director of Vitality, said: "As people have a greater opportunity to watch sport, we hope it will encourage them to become more active, both individually and with their families.
"In a World Cup year, it's the perfect time to take inspiration from those at the peak of their game. Sponsoring the 2015 ICC Cricket World Cup on Sky Sports is very exciting for us, as it will allow us to reach even more of our customers."