Tombola will sponsor the soap, one of the broadcaster’s top rated shows, from 1 November through to January 2011.
The new deal comes just three months after Littlewoods signed a two-year deal to replace Airwick as the show’s primary sponsor.
A spokeswoman for ITV says Littlewoods had “unexpectedly” withdrawn from the sponsorship.
It is understood the retailer decided to pull-out after a review of its marketing budget.
A Littlewoods spokesperson says: “In line with our move towards becoming a multi brand business we constantly review our strategy for individual brands. As a result, we have decided not to pursue our option to sponsor Emmerdale. Instead, these funds will be channelled into a range of other marketing activities.”
The Tombola deal includes broadcast sponsorship on ITV1, ITV2 and ITV3, online and interactive sponsorship as well as mobile interactive bumpers and licensing.
The Tombola sponsorship idents will be created by Euro RSCG, while the deal was brokered by ITV sponsorship, ITV regional sales and All Response Media on behalf of Tombola.