The sponsorship, which begins next month, is part of Velvet's strategy of targeting its core audience of mothers and will form a central plank of its £10m marketing spend this year.
Idents will use the brand's 'Baby MD' character, which features in its advertising. In a nod to the show's theme, the work will carry the strapline 'Who's in charge?'
The executions, which will also appear on Channel 4's on-demand services, will run across all three Supernanny programmes: the UK and US versions and follow-up show Supernanny: Beyond the Naughty Step.
The start of the activity, negotiated by Carat Sponsorship and Velvet brand manager Joanne Mathers, will coincide with the launch of the latest US series of the show on E4 on 1 June. This will run until August and be followed by another UK series, starting in September.
SCA Hygiene is the biggest producer of tissue paper in the UK. Its brands include Triple and Quilted Velvet, and it is in the process of acquiring rivals Charmin and Tempo from Procter & Gamble in a £350m deal.
Last month Velvet embarked on its first digital drive with the launch of a Baby MD-focused website and online ad campaign.
The brand is also running experiential and direct activity, including a 'Touch Test' roadshow panel in stores, which is intended to demonstrate the superior quality of the toilet paper. It recently introduced Triple Velvet, a thicker variant, which replaced its Double Velvet brand.
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