Bingo site Tombola has been revealed as the new sponsor of Loose Women when the show returns to ITV on 8 September.
The deal was negotiated by ITV Commercial and Mediacom Manchester on behalf of Tombola, with the idents created by Uber.
Dawn-Elizabeth Howe, head of marketing at Tombola, said: "Loose Women has a sense of fun and community which is a perfect fit for tombola - Britain’s biggest bingo site. With this sponsorship, we hope to continue to build our community of players. As part of the partnership, we have launched a new magazine lifestyle hub on the tombola website incorporating a range of innovative initiatives to complement the sponsorship off air.”
This is not the first time that Tombola has been a sponsor of an ITV show – the site sponsored Emmerdale in 2009.
Jason Spencer, business development director at ITV, said that both himself and the channel “look forward to working with them to make this exciting and integrated partnership a success both on and off air”.
Daily chat show Loose Women sees celebrities join a panel of women to discuss the topics of the day. Judy Finnigan, Penny Lancaster, Gloria Hunniford and Sharon Osbourne have all been signed as new faces on the show.