Sportech shares were up seven percent to 11.5p before dropping back to 11p by the close of trading.
ITV, Britain's main commercial terrestrial television channel, is about 90 percent controlled by media groups Granada Plc and Carlton Communications Plc.
Carlton Active has created the interactive service to support ITV's domestic soccer programming for digital terrestrial viewers.
Littlewoods will offer ITV Digital's 1.2 million households the opportunity to predict match statistics during the live games broadcast on digital terrestrial television.
Reuters/sportbusiness.com
Shares in London Stock Market-listed Sportech Plc, owners of betting and gaming firm Littlewoods Leisure, rose yesterday as it announced a deal for Littlewoods to be the exclusive sponsor of ITV's interactive football coverage.How to Develop Effective Sponsorship Programmes: A new report from SportBusiness Group: Click here Sport and Interactive TV: A new report from SportBusiness Group: Click here
