The sponsorship deal includes LittlewoodsPoker.com idents and voiceovers at the start and end of each programme and links to the show's .
In addition, a second Sportech brand, Littlewoods Game On, will be available before during and after the show to viewers who have interactive TV.
'The All Star Poker Challenge' is a televised poker tournament, with 25 celebrities playing five qualifying rounds as they battle it out for a share of a £50,000 charity prize pool.
The series stars Channel 4 racing pundit John McCririck, Princess Diana's former lover James Hewitt and 'Footballers' Wives' star Jesse Birdsall.
ITV is the latest broadcaster to jump on the poker bandwagon, following Channel 4, Five, Challenge TV and a host of new dedicated poker channels.
Roger Withers, acting managing director of Sportech, said the sponsorship deal was a significant marketing opportunity for Littlewoodspoker and would strengthen the relationship between ITV and Sportech.
"It provides a practical demonstration of the strong relationship between ITV and Sportech and is a further step in providing integrated betting and gaming opportunities with ITV programming," he said.
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