The deal, brokered by agency Arena BLM, includes interactive and online activity. The campaign will run via mobile phones and ITV Local, the broadcaster's regional online service. It also provides an off-air licensing agreement with the show's producer FremantleMedia Enterprises. Arena BLM said it approached ITV with the idea of using the Domino's brand.
Nestle Rowntree's Fruit Pastilles was sponsor of last year's series, forming a key part of Rowntree's £3.5m total media spend in 2007.
The first series of the show, which debuted last June, attracted an average audience of 8.3 million viewers, peaking at 11.6 million. Presented by Ant and Dec, Britain's Got Talent is judged by Simon Cowell, Piers Morgan and Amanda Holden.
Yan Li, senior sponsorship executive at ITV Customer Relations, said the on and off-air elements included in the Domino's sponsorship deal demonstrated ITV's ability to deliver a range of ads to clients.
Britain's Got Talent is produced by Fremantle unit TalkbackThames based on the US version, America's Got Talent. The Domino's deal follows ITV's arrangement with Birds Eye to sponsor the new series of Ant & Dec's Saturday Night Takeaway.
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