This is the first time that Warner Leisure Hotels, a luxury hotel group, has used TV sponsorship.
The group will feature in sponsorship credits, both on-air and on ITV.com, backed by a promotional campaign including TV airtime and press. Creative work has been developed by Vanilla Films.
BLM described the sponsorship as a good fit with the Warner Leisure Hotels' brand, since the group's 13 properties includes six historic hotels.
Chris Armond, BLM Media business director, said: "The Palace is expected to draw mass audiences that will help Warner hit its ambitious growth targets."