The year-long deal with UBS comes in the 29th year of the arts and culture show fronted by Melvyn Bragg.
Mark Rosenegk, sponsorship and branded content manager at ITV Sales, said: "The South Bank Show is ITV1's prestigious Bafta and RTS award-winning arts series attracting upmarket viewers.
"The UBS sponsorship is a great match, as it reflects the same core values as the programme."
The deal includes sponsorship of The South Bank Show Awards, which are held annually at the Savoy Hotel in January.
UBS is one of the world's biggest financial brands and a market leader in Swiss retail and commercial banking.
Headquartered in Zurich and Basel, UBS employs more than 68,000 people and has operations in more than 50 countries, and in all major financial centres.