32 Red’s bingo brand 32Red Bingo is to sponsor the new series of The Paul O’Grady show on ITV when it returns, while the online gaming company will also sponsor the late night film on Film4.
The ITV deal will see idents for 32Red Bingo run between ad breaks of the weekday, hour-long show, with the idents set to feature a chat-show style sofa, and virtual guests that include bingo themed animations.
Mark Quayle, head of marketing for 32Red, said: "We are extremely pleased to be sponsoring the new series of The Paul O'Grady Show on ITV. It's a fantastic fit for bingo with the demographic of viewers very similar to online bingo players."
The sponsorship agreements follow the recent announcement that it would also become a commercial partner with ITV, which included the rights to develop an online slot machine around the ‘I’m a Celebrity…’ brand., which went live last week.