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Sun Bingo Signs Jeremy Kyle Show Sponsorship Deal

The&Partnership creates set of humorous idents

Sun Bingo Signs Jeremy Kyle Show Sponsorship Deal

Sun Bingo, the award-winning online bingo operator, is pleased to announce a new sponsorship deal with ITV’s long-standing daytime programme The Jeremy Kyle Show, starting today.

The deal will see Sun Bingo provide idents for the show, along with VOD support and also look to utilise the show's social media assets, which is a first for any commercial partner involved with the show. The social posts will help to build a connection between its loyal following and the brand. 

Sun Bingo’s ethos of being an entertainment provider will resonate through to its followers with registered players being able to join in the fun and win a chance of being part of the show’s audience. 

The idents, created by Pulse and The&Partnership London, feature comedian Jayde Adams revisiting her role as Sun Bingo’s bingo-mad character, sitting alongside her two best mates in the audience of a TV show. What happens on-stage isn’t shown – the comedy instead being in the trio’s hilarious comments, with each of the titles riffing off bingo terms such as ‘Christmas Cake’, ‘Stuck In A Tree’, and ‘Was She Worth It’.

Hannah Swales, Head of Sun Bingo, said: "JK 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."

Vicky Hartle, Partnerships Manager at Pulse, said: “We are extremely excited within Pulse to be working on this. We saw this as a great opportunity to bring together two perfectly aligned well-known household brands and open up the opportunity for a true partnership between the two."

Yan Elliott, joint ECD 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!”

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Advertiser: News UK

Brand: Sun Bingo

Creative Agency

Creative Agency: The&Partnership London

Producer: Emily Hendrey

Executive Creative Director: Yan Elliott & Micky Tudor

Executive Producer: Charles Crisp

Media Agency

Media Agency: Pulse

Media Planner: Vicky Pyatt

Production Company

Production Company: Alumina Studios

Director: Nick Jones

Post Production / VFX

Post Production Company: Alumina Studios


Voice Over: Jayde Adams

Category: Gambling , Sports and leisure

Genre: Comedy