In the programme, Heiney, who started his career on That's Life, explores Britain's countryside and meets the people who make it special.

Regatta believe the show is the perfect vehicle to promote their brand, particularly as more people are looking to the UK for their holidays.

The £750,000 sponsorship deal comes on the back of a 28% sales increase for Regatta last year and a group turnover of more than  £110m in the year to January 31, 2009.

Marketing director, Graham Rickard, said: "There is clearly a trend for people to turn to value for money quality outdoor brands instead of their more expensive competitors. If you add this to the fact that more people are holidaying in the UK and therefore requiring suitable clothing, we believe we can only benefit from these moves."

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