Sky Betting & Gaming (SB&G) online casino subsidiary Sky Vegas has confirmed that it will be the official ‘Broadcast & Off-air Sponsor’ of ITV2’s Celebrity Juice.
Beginning its sponsorship of the flagship ITV2 celebrity panel show hosted by comedian Keith Lemon this week, Sky Vegas replaces previous show sponsor LeoVegas for this season’s Celebrity Juice (total 13 episodes).
Sky Vegas marketing informed that Celebrity Juice was its biggest sponsorship to date. Dean Leyland, Head of Media and Acquisition for Sky Gaming, commented on the ITV2 programme;
“Celebrity Juice is a great match for Sky Vegas. The show provides the perfect mix of fun and excitement that will resonate with our target audience. We take aligning our brand with a specific TV programme very seriously, so we wanted to pick one that matches the thrills we deliver to our players every minute of every day. “
“A TV programme that gives Sky Vegas the level of awareness Celebrity Juice can offer, while having fun with characters such as Keith Lemon, are hard to find. And with TV, and ITV2 in particular, at the heart of our media mix we’re thrilled to be involved.”
The sponsorship will include idents around each ad break featuring Keith Lemon and will be supported by a social media campaign, that will give Sky Vegas customers a chance to win tickets to the recordings of the show. In addition to the broadcast sponsorship, Sky Vegas are extending the partnership across other platforms. This includes the show’s website, social media and catch-up on the ITV Hub on desktop and mobile.