The integrated sponsorship package, brokered by Carat and ITV Commercial, includes broadcast, online and mobile sponsorship of the new series.
The TV series follows Lloyd Webber as he searches for the next star to take the title role in his famous musical.
The shows will be hosted by Amanda Holden with Dawn French and Jason Donovan as judges for the live shows.
The sponsorship kicks off tomorrow, when the programme debuts on ITV1 at 7.25pm, and will run for the entirety of the series until 25 July.
Idents for the sponsorship have been created St Luke’s, which was recently appointed to handle Littlewoods’ advertising. ITV did not disclose the value of the deal.
Last month, Marketing revealed that Shop Direct, which owns Littlewoods and Very, will be increasing its marketing spend as it looks to drive deeper differentiation between the two brands.
Yesterday, ITV announced a shakeup of its digital division, with Julian March appointed to the newly created post of director of online for the network, while Robin Pembrooke, managing director of ITV online and on demand, is to leave ITV at the end of the summer.