It seems that internet bingo sites and online betting companies in general continue to think outside of the box when it comes to using traditional media, as they look for new ways to attract more eyeballs to follow their brands. Beyond brand building, this confirms the ongoing battle gaming companies face in order to get the attention of new players in a crowded market.

Foxy Bingo has just announced that they have signed a 13 week multilevel sponsorship deal with Smooth and Real Radio, as they look to sponsor new night shows presented by popular DJs David Jensen and David Hearne. This agreement is sort of a follow up to last year’s agreement, when Foxy Bingo sponsored an afternoon and an evening show from the two Deejays. This summer, the bingo site will be the primary sponsor of Jensen’s drive time show that hits the airwaves between 4pm-7pm, as well as a 70’s show that follows at 7pm. In return, David Jensen will voice a number of sponsored links and promo jingles. The deal was handled by RadioWorks which will include advertising campaigns encouraging listeners to visit the Foxy website and register an account to play bingo.

On the other hand, Bet365, which owns a bingo, poker, casino, betting and games websites, has come to an agreement with ITV to sponsor the French Open from Rolland Garros. One of the four tennis Grand Slam events, the deal was negotiated by Drummond Central and Republic of Media, and will see a number of Bet365 idents presented during the entire coverage on ITV1 and ITV4. Drummond Central is responsible for producing the idents.

As we reported here at Bingo Find a few months back, the gaming giant and the two agencies have previously worked together to help Bet365 Bingo grab sponsorship rights for ITV’s Emmerdale from another bingo brand, Tombola.