Published
LotteryMarketingIndustry

Camelot signs Saturday night sponsorship deal with ITV

UK operator Camelot has announced a new sponsorship deal between The National Lottery and ITV Commercial.

shutterstock_1317024497

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.

Premium+ Connections
Premium

Revsharks

 
Premium

Digitain

 
Premium

PIN-UP Partners

 
Premium

RISK

 
Premium

Lynon

 
Premium

1xBet Partners

 
Premium

Galaxsys

 
 
Premium

Imagine Live

 
Premium

Sport Generate

 
Premium

GammaStack

 
Premium Connections
Consultancy

SCCG Management

Executive Profiles
Zeal Network SE

Stefan Tweraser

VIP Play

Les Ottolenghi

Scientific Games

Keshav Pitani

Social & App

Spribe CEO exclusive: Simplicity is the foundation

Spribe CEO David Natroshvili speaks to Gambling Insider abou...

Redefining iGaming: A history of crash games

Crash games is a growing vertical that has taken gambling by...

A certain something: What makes crash games special?

Crash games. They’re simple, they’re easy to learn and,...

Smarter innovation to shape the future

Spribe CCO Giorgi Tsutskiridze discusses the past, present a...

Facing Facts: The corner of quarterly contemplation

With Q1 reports out across the industry, Gambling Insider co...

Taking Stock: A guide to key stock prices across the industry

Gambling Insider tracks prices from some of the industry’s...

15 years of Gambling Insider: From the Founders

Over the last 15 years, Gambling Insider magazine has interv...

15 years of Gambling Insider: The Awards over time

Global Gaming Awards Event Manager Mariya Savova gives us he...