Bath Comedy Festival and VisitBath have announced a sponsorship collaboration with Lovehoney, the UK’s largest online sex toy retailer.

Paul Merton, Barry Cryer and Arthur Smith are among those appearing at the festival, which kicks off on April Fools’ Day (April 1) and runs for 17 days in venues all across the historic city.

Smith has described the annual celebration as the ‘best comedy festival in England.’

Lovehoney is throwing itself into the deal and will have a ‘Butt of All Jokes’ Twitter competition that offers a year’s supply of lubricant and a unique dildo trophy to the winner. With the Bath-based company marking its 15th birthday later this year, festival-goers can expect more sexy surprises too.

The festival is the first ‘F’ (female) rated United Kingdom comedy festival - and it is continuing to fight against the traditional perception that comedy is male-dominated by championing female acts every day. New female comedians appearing include Eleanor Conway, Ashley Storrie and Abi Roberts.

Richard Longhurst, Co-Founder of Lovehoney, said: “Lovehoney is delighted to work with Bath Comedy Festival and VisitBath on this fantastic event. It’s probably the first time that comedy fans have been able to enjoy rib ticklers and feather ticklers on the same night out.“

Nick Steel, Bath Comedy Festival Director, said: “We, like many of their best-selling products, are buzzing to be working with Lovehoney. Bath Comedy Festival was declared by comedian, broadcaster and famously grumpy old man Arthur Smith to be the best comedy festival in England, with a growing reputation for quality, originality and, above all, fun. We are thrilled to be sponsored by Lovehoney who themselves have won many accolades for spreading their own special brand of happiness!”

Festival details here.