Littlewoods to sponsor Emmerdale

Home shopping retailer Littlewoods is taking over from Reckitt Benckiser as sponsor of ITV soap Emmerdale.

The two year deal begins at the end of August and includes broadcast sponsorship on ITV1, ITV2 and ITV3, online sponsorship, interactive sponsorship, mobile interactive bumpers and licensing.

Cast members will take part in promotional activities across the Littlewoods book and website as part of the deal.

Reckitt Benckiser chose not to renew the sponsorship deal it had held for four years.

ITV recently unveiled its new look soap line-up with Emmerdale‘s hour-long Tuesday episode cut in half, and two back-to-back episodes of the rural drama on Thursday evenings (see ITV unveils new drama line-up).