The brand will sponsor Dancing With the Stars for 10 episodes from Nov 23 on UK TV Gold, and Dirty Dancing: The Time of Your Life on Living until Dec 26.
Dancing With the Stars is the US version of the UK reality show Strictly Come Dancing, starring Spice Girl Mel B, Jane Seymour and Marie Osmond.
Dirty Dancing: The Time of Your Life
will take eight pairs of British dancers to the original location of the film in Mountain Lake Resort in
Virginia, in the search for a real-life Baby and Johnny dance duo.
The dancing tie-ups are designed to raise the profile of Tia Maria as "the perfect female mixable spirit", according to Pernod,
with break bumpers showing two ways of drinking Tia Maria - with cola and over ice.
Head of marketing Pat Venning said: "These TV sponsorships create a positive association with properties that our target female audience already enjoy."