SBC News National Lottery continues sponsorship of ITV Saturday primetime shows

National Lottery continues sponsorship of ITV Saturday primetime shows

Camelot UK has announced that the National Lottery will continue to sponsor ITV’s Saturday night primetime programmes The Masked Singer and Ant & Dec’s Saturday Night Takeaway.

This will be the second year in which the lottery and ITV have partnered together to bring entertainment to viewers every Saturday night for three months, commencing 25 December.

The new deal will aim to deliver on the lottery’s brand narrative: ‘Amazing things happen when lots of people play a little’. It will also build on strategic work to drive awareness of the lottery and the £30m a week it raises for good causes.

Last year’s sponsorship included a cameo from Stephen Mulhern, who surprised a Saturday Night Takeaway viewer with a £350,000 funding boost for her National Lottery-supported charity.

Camelot’s Chief Marketing Officer Keith Moor commented: “The National Lottery is once again helping to bring amazing entertainment and fun to homes across the UK at primetime on Saturday nights – something that’s in The National Lottery’s DNA given that it has been providing incredible moments of fun and anticipation for its players for over 27 years.

“Through ITV’s flagship shows, we’ll be reaching some of the biggest audiences – connecting National Lottery games with peak entertainment.”

The sponsorship deal includes on-air sponsorship, multi-platform activation and a bespoke licensing package with visibility on the ITV Hub as well as the lottery’s and ITV’s owned channels. An aligned content strategy across ITV and the lottery social feeds will aim to build on the success of last year’s campaign.

Mark Trinder, ITV Director of Commercial Sales and Partnerships, added: “The Masked Singer and Saturday Night Takeaway are two of our most iconic shows and part of millions of people’s Saturdays. I’m delighted to welcome back The National Lottery as our sponsors and look forward to bringing even more entertainment to viewers as part of this partnership.”

Dentsu negotiated and will manage the agreement between Camelot and ITV Commercial. Adam & Eve has led on creative strategy and approach, with ITV Creative heading up production and 360 creative integration of the deal.

Check Also

SBC News Allwyn to relocate National Lottery to new Watford HQ

Allwyn to relocate National Lottery to new Watford HQ

The National Lottery is set to move to a new headquarters, maintaining and expanding its …

SBC News Sky Vegas checks-in on ITV primetime as sponsor of The Fortune Hotel

Sky Vegas checks-in on ITV primetime as sponsor of The Fortune Hotel

ITV has announced Sky Vegas as the headline sponsor of its brand-new reality TV entertainment …

The UK National Lottery’s contribution to good causes has broken the £500m mark for the second time in five quarters after increasing by 18.7% sequentially

Allwyn rolls out EPOS to increase National Lottery sales

Allwyn has teamed up with technology supplier MADIC UK to continue the modernisation of The …