The F Word is back on our screens for 10 weeks in April and E & J Gallo will sponsor the new series on Channel 4 as the centrepiece of their UK marketing campaign for 2008.
A source close to the deal told Wine & Spirit the firm was initially unsure about linking up with Ramsay, expressing concern about the celebrity chef's notorious swearing on-screen.
Ads focusing on the Gallo Family Vineyard portfolio will appear at the beginning and end of the show and of each break. The brand will also sponsor the F Word clips and recipes on Channel4.com with advice on food and wine matching.
Images Courtesy of www.flickr.com