The deal, which will run across online, broadcast, red button, mobile and licensing, was agreed by ITV Commercial and Carat Sponsorship on behalf of Nivea owner Beiersdorf UK.
Online activity includes five-second sponsor bumper pre-roll ads around all clips from the show on itv.com/thismorning, as well as display ads on the site.
The broadcaster is expanding its cross-platform offering for the show, having launched an interactive studio hub to encourage viewers to engage with the show via the web, mobile and social networks.
The hub launched in time for the start of the new series on 6 September, and lets viewers get involved in the daily news discussions, while their comments will be fed back to show’s hosts Holly Willoughby and Phillip Schofield.
In August, Sky signed up Phones4u as sponsor for its new music talent show Must Be The Music. The deal ran across all platforms including online, mobile and TV.
This story first appeared on newmediaage.co.uk