As part of the agreement, The National Lottery (run by Camelot) will sponsor three of ITV's Saturday night prime time shows: The Masked Singer, The Voice UK and Ant & Dec's Saturday Night Takeaway.
The partnership may well be aimed at ramping up Camelot's brand awareness as it bids to renew its license to operate The National Lottery.
Camelot has run the UK's lottery program since its inception in 1994 but now faces several challenges to hold the license from 2023 onwards.
Camelot CMO Keith Moor said: "The National Lottery has been making Saturday night more entertaining for the past 26 years, with every ticket providing a moment of anticipation while also helping to raise around £30 million each week for National Lottery-funded good causes.
"These are ITV’s flagship entertainment shows with the biggest audiences – so there’s a fantastic fit between the two brands with this partnership, and it will only help people to better understand the connection between The National Lottery’s unique purpose and play.”
Mark Trinder, director of commercial sales and partnerships at ITV, said: "Saturday nights on ITV have come to define quintessential family entertainment, and as we celebrate the return of three of our most talked about shows – The Masked Singer, The Voice UK and Ant & Dec’s Saturday Night Takeaway – we’re welcoming on board our brand new sponsor National Lottery operator, Camelot, for this innovative partnership that will put all the titans of Saturday night TV under one sponsorship umbrella.”
Gaming Economics CEO Lee Richardson will be writing about the race to secure the UK's lottery license in the January/February edition of Gambling Insider magazine, available to read here when published.