The deal, brokered by full-service agency Bray Leino, brings in the first sponsor since the show relaunched with new presenters Jeff Stelling and Rachel Riley in January.
The last sponsor of the show was the body leading digital TV switchover, Digital UK, whose contract ended in March 2008.
The Ibuleve deal covers Channel 4's TV transmissions of the show, as well as video-on-demand outlets, and will run for 12 months from today (5 May].
Bray Leino will also produce the, which was brokered by media director Martin Allinson.
The bumper ads will feature anagrams of words associated with the brand such as "release", "muscular" and "freedom", which Bray Leino said will provide a creative link with the viewers.
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