For nearly ten years, a certain cheeky, northern Fox fronted the long-running ITV show, The Jeremy Kyle Show, then by another bingo company, Slingo Boom, for the past year.
However, it seems the popular daytime programme is getting a shakeup in the form of a new sponsor.
Yes, bingo giants Sun Bingo have secured TV idents (the little bit of video that plays before a show starts) for the morning show alongside video-on-demand promotional content. The first of which aired on Monday 16th July 2018.
The sponsorship will also include access to exclusive social media inventory – a first for any commercial partner involved with The Jeremy Kyle Show.
Hannah Swales, head of Sun Bingo, said the sponsorship would help it reach "a brand-new audience".
“The Jeremy Kyle Show is one of the UK’s prime daytime TV shows with over 3000 episodes to date. We are excited to be partnering up with ITV and we’ll be looking to build on our latest campaign of ‘Are you Gonna Bingo’ to deliver a fun and engaging message to a brand new audience.”
Sun Bingo has appointed The&Partnership as marketing lead to assist the sponsorship’s creative content, direction and promotional messages.
Yan Elliott, Joint Executive Creative Director at The&Partnership London, said:
“It was a delight to have comedian Jayde Adams back in the studio from our ‘Are You Gonna Bingo?’ campaign to help us create some genuinely funny, relatable characters. The partnership with Jeremy Kyle is perfect for the brand, and we hope Jayde and her pals keep audiences as entertained as the show does!”