Sky Vegas replaces LeoVegas as Celebrity Juice sponsor
Sponsorship of the ITV2 show will see the brand gain widespread exposure across TV, online and social media channels
Sky Vegas has secured its “biggest ever” sponsorship deal after replacing rival casino brand LeoVegas as the new sponsor of popular celebrity panel show Celebrity Juice.
The agreement will see the Sky Betting & Gaming (SB&G) brand become the broadcast and off-air sponsor of the TV series, including idents featuring the show’s host Keith Lemon around each ad break.
In addition to the broadcasting sponsorship, the partnership will also see the Sky Vegas brand appear on the show’s website, social media channels and the catch up service ITV Hub.
Dean Leyland, head of media and acquisition for Sky Gaming, described the partnership as a “great match” for SB&G’s casino brand. “The show provides the perfect mix of fun and excitement that will resonate with our target audience,” he said.
“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.”
Celebrity Juice had previously been sponsored by LeoVegas since September 2015, a deal which was renewed by the mobile casino firm for additional episodes earlier this year.
The TV show returned for a new series on ITV2 last night and will run for a total of 13 episodes.
The sponsorship deal comes after SB&G was recently forced to pour cold water on rumours the operator was planning to make its stock market debut next year.