P &O Cruises is to launch a BAFTA prize after becoming the new headline sponsor of the celebrated TV awards.

The ‘multi-year partnership’ deal includes the launch of a ‘P&O Cruises Memorable Moment Award’, which will be the only award to be voted for by members of the public.

It will be handed out at the ceremony on 14 May, 2023.

Voting for the six nominees begins next month and the nominations will be decided by an independent TV industry jury, overseen by BAFTA.

P&O Cruises President Paul Ludlow said: “We could not be more delighted to be working in partnership with BAFTA for the upcoming television awards.

“This headline sponsorship brings together two iconic British brands, both steeped in heritage and with huge synergies in entertainment and experience.”

The partnership deal includes activity around the awards on P&O Cruises’ ships.