The deal, which includes sponsorship on ITV1, ITV2, online and interactive advertising, is a shift of strategy for the energy giant. It has previously held sports sponsorships including ITV's FIFA World Cup coverage.
The last series of Soapstar Superstar averaged 6.5m viewers, with 8.6m tuning in to see Coronation Street's Richard Fleeshman win. The new series will feature members of the casts of EastEnders, Coronation Street and Hollyoaks.
The deal was overseen by Sponsorship Media for EDF Energy; the show's idents will be created by MBA.