There will also be a True Tales campaign to find Britain’s best storyteller, which will be launched through the TV sponsorship and end with a major event at the end of the summer.
There will also be specific off-trade activity.
Marketing controller James Stocker said the Piers Morgan link-up had been “hugely successful” in 2010.
He added: “We have really reaped the rewards from such high brand visibility during a national primetime TV spot.
“Grant’s continues to set the blended whisky category agenda and we remain focused on further building this reputation in the trade in 2011.”