The Royal Pitch sees agents tasked with presenting “forward-thinking concepts” to help grow their Royal Caribbean sales in order to secure a slice of the price pot.

Agents are encouraged to pitch anything from creative social marketing campaigns to introducing new technologies, with shortlisted companies pitching in-person at a series of live events.

The year-long process, open to agents who are members of a consortium, kicks off on 1 April with entrants needing to submit a video via the Club Royal website detailing their business proposal and requested investment in under five minutes.

The first day of in-person pitching will take place on 8 June at Royal Caribbean’s Weybridge office, followed by further judging rounds and a live final event during which the panel of judges determines which ideas win a share of the total prize fund.

Roots, who rose to fame with his Reggae Reggae Sauce on Dragons’ Den in 2007, will be joined by Royal Caribbean’s vice-president EMEA, Ben Bouldin, and director of sales of UK, Ireland and Spain, Stuart Byron. 

"The Royal Pitch is designed to give consortia members another avenue to help grow their business with a big idea they’re passionate about – as well as test out their pitching skills! We’re excited to meet some of the entrants and hear their forward-thinking and ingenious ideas,” said Byron.

Roots added: “I know the difference that investment can make to a business; I went from running a successful market stall in Notting Hill Carnival to a multimillion-pound business. I’m excited to take part in Royal Caribbean’s The Royal Pitch to help support consortia members grow their businesses and boost sales.”