Littlewoods have been announced as the new sponsor of ITV soap opera Emmerdale.

The two-year deal will commence from August 31, 2009 and run to the end of August 2011.

Littlewoods marketing director David Inglis said: “We are very happy to have signed this major deal, which continues our association with our heartland audience’s passion for soaps. The scale of the sponsorship demonstrates our commitment to reinforcing Littlewoods’s positioning as a much loved online shopping brand for the whole family.”

ITV spokesperson Gary Knight said: “Emmerdale is not only one of ITV’s leading brands, but it is also one of the UK’s premier television brands. We are delighted Littlewoods has chosen to partner us in a truly multi-platform relationship based around Emmerdale.”