Mobile focused igaming operator LeoVegas has signed up to be the new sponsor of primetime ITV2 celebrity comedy panel show Celebrity Juice. The deal is the second TV sponsorship deal for the mobile casino brand.
The sponsorship begins when the hit show returns to screens in September and covers all episodes of the 14th series, including the Christmas Special. The deal will also see LeoVegas branding appear online and on mobile, including the show’s website and catch-up content on ITV Player and ITV.com.
LeoVegas UK country manager, Shenaly Amin commented on the sponsorship “We’re incredibly happy to have secured sponsorship on such a well-loved programme. Celebrity Juice is a fun and irreverent show which fits the LeoVegas brand perfectly. Since launching in the UK last year TV has played an important role in our marketing activity and we’re confident that Celebrity Juice will help us introduce the key young adult demographic to the fun and excitement of LeoVegas.”
Jason Spencer, ITV’s Business Development Director, added: “The last series of Celebrity Juice attracted 11.2m viewers across the series with more than 16% of those in the 16-34 age bracket. We are really excited to be working in partnership with Leo Vegas in their ambition to reach and engage this audience.”
The creative, entitled ‘Dress Like a Lion’, has been produced by NOW Advertising and focuses on LeoVegas’ lion mascot, Leo, as he tries on an array of flamboyant outfits, like those worn by the show’s host, Keith Lemon. The series of idents progress from Leo being presented with the outfits, to trying them on and finally deciding to go back to his preferred choice of tan jacket and maroon trousers.
Sponsorship during the show’s run will be supported by LeoVegas through their existing social media channels. The sponsorship was negotiated by the media buying team from The Broadcast House.