The new series of 'Art Attack', presented by Neil Buchanan, returns to CiTV, the children's schedule on ITV1, from Monday September 6.
The sponsorship package includes broadcast credits on CiTV, online sponsorship at the and , as well as licensing and off-air marketing.
The sponsorship sequences are being produced by JWT and will feature the strapline "because art is messy!".
The deal was negotiated by MGA Broadcasting, Unilever's sponsorship agency, and sponsorship executive Yan Leigh at ITV Sales, with planning support from Initiative.
'Art Attack' is rated as one of the top shows for children in the UK and is much loved by children and parents alike.
The show encourages kids to "give art a try" and create their own masterpieces from everyday material. 'Art Attack' provides the ideas that prove that you do not need to be a great artist to be good at art.
Debbie Grant, account manager at MGA, said: "This sponsorship forms part of a total communications campaign involving art, and 'Art Attack' offers a fantastic opportunity for Persil to reach the important housewives with kids market, while creatively capturing kids in a playful, interactive environment."
Jay Liwanag, brand manager for Persil, said: "Persil believes that getting dirty can be a good thing for children's learning and development, especially in the area of art. Getting messy shows that kids have created art with energy and enthusiasm and have made a piece of work that they can be proud of."
He added: "Our sponsorship of 'Art Attack' illustrates this philosophy and demonstrates Persil's commitment to helping make art fun for schoolchildren. Persil has been running a successful Art for Schools promotion over the past two years and we are now extending this activity with a major art awards scheme."
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