The transaction is part of ITV's programme of disposing of non-core assets, which has raised over £600m since the creation of a single ITV from the merger of Carlton and Granada in 2004.
Among the assets disposed of were 10% of Liverpool FC itself for £17.4m early last year and a one-third stake in Manchester United's TV channel MUTV late last year. ITV still owns 5% of Arsenal FC.
Earlier today, ITV announced its 2007 results, which showed its online revenues have grown to £33m from £23m in 2006.
The group's annual pre-tax profits dropped 35% to £188m, while the drop-off in premium-rate activity reduced revenues by 5% to £2.08bn.
The cost of relaunching and fully rolling out meant the online division lost £12m before interest, tax and amortisation, compared with a £1m gain in 2006.
's revenues climbed from £16m to £22m, while the rest of the online properties including ITV.com and ITVLocal.com made revenues of £11m, up from £7m in 2006.
The online division is working to the target of achieving annual revenues of £150m by 2010.