Peugeot has signed a two-year sponsorship deal with ITV Commercial.
The deal, which will see the 308 GTi by Peugeot Sport highlighted and advertised, will include coverage of the RBS 6 Nations tournaments in 2016 and 2017.
The new 308 GTi, which is one of Peugeot's latest 'hot' hatches, will heavily feature in Peugeot's campaign. ITV's coverage of the 6 Nations will see Mark Pougatch take the lead, presenting alongside former champions Jonny Wilkinson, Lawrence Dallaglio and Jason Robinson, who were part of the victorious World Cup team of 2003.
Mark Pickles, marketing director at Peugeot UK, said: "The tournament coverage is a great opportunity for Peugeot to reach its target audience and to engage with them to show we have a sportier model range.
"To be the launch sponsor for ITV's coverage is a real coup as we too bring a strong and competitive product line-up, a multitude of virtues and performances for the overtaking opportunities that lie ahead with customer conversion."
Simon Daglish, ITV's deputy managing director, responded by saying: "This is the first time ITV has shown this prestigious tournament, and our broadcast coverage partnership with the BBC is a real boon for rugby fans.
"We are delighted to be working so closely with Peugeot to activate the sponsorship on ITV."
Former Ireland captain Brian O'Driscoll and ex-Wales captain Gareth Thomas will also feature in the coverage of the games, alongside former Scotland coach Sir Ian McGeechan.