President Paul Ludlow said P&O’s sponsorship of the awards would "bring together two iconic British brands".

"Just like holidays, TV provides escapism from the every day – the Bafta Television Awards represent a huge variety, with programming and talent which truly celebrates the best of the best," he said.

BBC One medical drama This Is Going To Hurt as well as HBO’s The White Lotus are among the nominees at this year’s awards, which will take place on 14 May.

As part of the multi-year partnership, P&O will present a new Memorable Moment Award – the only one at the Baftas that will be voted on by the public. 

The award will celebrate the impact of television in the UK, with voting set to open in April.

“We look forward to developing our new partnership [with P&O Cruises] over the coming years to celebrate the people who bring this to life through their storytelling and production, and inspire the next generation of creative talent,” added Louise Robertson, Bafta executive director of partnerships and fundraising.