The deal begins at the end of August and will run for two years.
It includes the broadcast sponsorship of the long-running soap on ITV1, ITV2 and ITV3, online sponsorship at itv.com/emmerdale, interactive sponsorship, mobile interactive bumpers and licensing.
It will also see cast members taking part in promotional activities across the Littlewoods book and website.
The deal was brokered by Littlewoods’ media agency Carat Sponsorship. Krane Jeffery, Carat associate director, says: “Emmerdale is the perfect vehicle to deliver front of mind awareness for the Littlewoods brand.”
Reckitt Benckiser, maker of brands including Air Wick and Clearasil, decided not to renew the sponsorship deal it had held for four years.
Littlewoods is part of the Shop Direct Group which has recently brought the Woolworths brand back to the industry as an online retailer, Woolworths.co.uk
It sells products including toys, kidswear, entertainment and party accessories.