Norwich Union has formed a partnership with the BBC to sponsor a new sports talent event called `Born to Win'.
The show, to be broadcast in the Autumn, aims to find Britain's most promising young amateur sportspeople. The event is set to test contestants' physical and psychological abilities.
Norwich Union's head of sponsorship David Czerwinski said: "Our support of athletics from grassroots to elite level makes this association with the BBC a natural extension of our commitment to the sport and its development.
"We are really excited about being involved in this project which will be visually stunning and I'm sure a tremendous success."
