The deal, negotiated by MediaCom's sponsorship division, includes broadcast sponsorship on ITV1 and ITV2, red-button interactivity and on-air marketing.
Grease is the Word, which airs from 7 April, is a collaboration with the producers of Grease to fill the lead roles in the new West End production of the musical, opening in July 2007.
In a separate broadcast and online deal, negotiated by OMD, new ITV2 series Deadline will be sponsored by the newly-rebranded snack brand, Snack a Jacks.
ITV has also announced three appointments to its newly created integrated planning team. Andy Griffin will be the new planning account director and Elaine Goulden and Simon Armstrong will be planning account controllers.
Griffin was previously a partner at Naked Inside, Goulden joins from IDS, and Armstrong was formerly at outdoor specialists Primesight.
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