Littlewoods is sponsoring ITV’s new entertainment format Superstar.

The sponsorship deal, negotiated by ITV Commercial and Carat on behalf of Littlewoods, includes broadcast, online and mobile sponsorship.

Superstar follows Andrew Lloyd Webber on his nationwide talent search to find a rock superstar. The winner’s prize will be the leading role in a new arena tour of the rock opera Jesus Christ Superstar which will open at London’s O2 arena.

Auditions have taken place across the country and the most promising new talent will go through to the live shows when audience voting will decide the Superstar. Amanda Holden hosts the series and Dawn French and Jason Donovan join Lloyd Webber as judges for the live shows.

Gary Kibble, brand director, Littlewoods, said, “The integrated sponsorship package that Carat has negotiated on our behalf fits perfectly with our market position as the UK’s leading online and mobile department store.”

The sponsorship idents have been created by St Luke’s.

Staff Reporter