Bet365 Bingo has signed on to be the new official sponsor of the ITV soap Emmerdale, starting from Monday March 12th while the partnership will run for two years. Bet365 Bingo succeeds Tombola Bingo, another online bingo brand that has been sponsoring the successful TV show since November 2009. This is Bet365 Bingo’s first foray into the world of broadcasting sponsorship.
The sponsorship deal was negotiated on behalf of Bet365 Bingo by ITV Commercial, the Newcastle based marketing agency of Drummond Central and The Republic of Media, the Manchester based independent media buying agency which was co-founded by Stuart Feather. Feather picked up the TV billings account of Bet365 Bingo having worked with the brand when he was at Aegis owned Carat. Feather will continue to work out of Edinburgh. Drummond Central will be in charge of developing the sponsorship idents, having previously worked with Bet365 on creating more TV ads, idents and live banners.
“Emmerdale is one of the most iconic ITV programmes and a highly sought-after sponsorship property. It is with great pleasure that we are able to announce that Bet365 Bingo will be the new partner of the show for the next 24 months. As their first foray into TV sponsorship, this is a huge broadcast opportunity that can be exploited across ITV’s various platforms, in this momentous year of the soap’s 40th anniversary” said Jason Spencer, ITV’s Business Development Director.
It is understood that Bet365 Bingo will get extensive branding and exposure through Emmerdale, as it will accompany the show’s content both on all airings on the ITV channels as well as the ITV Player. The latter is the online and mobile application that allows viewers to watch ITV shows on their iPhones, iPads, PS3, computers and other applications.
The TV show is a hot commodity as it attracts the desirable target market and brand values that Bet365 Bingo seeks, averaging 7.6 million viewers and a 34.7% share of the audience in its timeslot for 2011 while Emmerdale is the second longest running soap in the UK and comes with a built-in and loyal audience.