Norwich Union is sponsoring a BBC TV show designed to discover talented young athletes.
Born to Win will be run as a Pop Idol-style competition and is open to anyone aged between 16 and 18. They can be involved in any sport.
NU is already heavily involved in grassroots athletics and will be the sole sponsor of the programme.
Hopeful contestants can apply via the BBC website until February 21. Those selected will go through to regional trials followed by national trials at Loughborough University in April.
Sixteen finalists will then go head to head in a televised competition in August. One male and one female athlete will be chosen as the winners and will receive a full sporting bursary to pursue their careers.
Norwich Union head of sponsorship David Czerwinsky says: “This will be the BBC's answer to Pop Idol. The aim is to find real raw talent – someone who is completely undiscovered – and unearth a future.”