NEW DELHI: Business news channel CNBC has announced that it has signed HSBC bank as sponsor for the channel.

As per the deal, HSBC will sponsor on-air and online activity across CNBC in Europe, the Middle East, Africa and Asia Pacific.

As reported by UK-based Media Week, the deal was negotiated through the Exchange and Invention teams at Mindshare Worldwide, London.

HSBC will sponsor 60-second vignettes based around a new 13-part series Alternative Investing, wherein the focus will be at non-traditional investments.

Additionally, bank-sponsored hotboards will air around CNBC's flagship programme, Squawk Box Europe.

The deal also covers sponsoring of a dedicated programme page for Alternative Investing on CNBC.com, which will include episodes of the programme, relevant market data and a guide to different types of alternative investments. This page will be supported by 30-second promos running on CNBC.

In Europe, CNBC claims a reach of 110 million homes, 1,400 banks and financial institutions, and hotels.