The deal was negotiated by Andrea Ridout at Alliance, the sponsorship department of ZenithOptimedia, and Stewart Hunt, the senior sponsorship executive at ITV Sales.
The sponsorship credits are being created by SC Johnson's creative agency FCB London.
'Moving Day' is made by RDF Media, the production company behind 'Wife Swap', and will be broadcast daily on ITV1. Scheduled for a daytime slot, the series shows the stresses and strains of moving house.
Ridout said: "Sponsorship always works best when the brand and the property are well aligned, so we are very excited about this project."
Hunt said: "The Mr Muscle brand is a great fit for 'Moving Day' and offers SC Johnson a great opportunity to raise brand awareness among a perfectly targeted audience."
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