Online casino operator to sponsor top UK television program

Online casino operator Sky Vegas has inked a deal making the company the official broadcast and off-air sponsor of the popular UK television show Celebrity Juice screened by ITV2.

The celebrity panel show is hosted by comedian Keith Lemon, and the Sky Vegas sponsorship is to run for the next 13 weeks, replacing previous sponsor LeoVegas, also a gambling operator.

Dean Leyland, head of media for Sky Gaming, said:

“A TV programme that gives Sky Vegas the level of awareness Celebrity Juice can offer, while having fun with characters such as Keith Lemon, is hard to find. And with TV, and ITV2 in particular, at the heart of our media mix we’re thrilled to be involved.”

The operator’s involvement will be supported by advertising and social networking activity, which will include player-oriented competitions with tickets to the show as prizes.

In related news, online sportsbetting operator 21Bet, which recently signed as official betting partner to the Wolverhampton Wanderers football club (see previous report), has signed as sponsor for twenty-three-year-old IBF flyweight world title contender Charlie Edwards.

Edwards won the English title in his fifth outing, and will challenge John Riel Casimero for the IBF flyweight title in his ninth fight this Saturday.

The deal gives 21Bet exposure on the boxer’s kit for the next five fights, 21Bet chief executive Richard Hogg revealed, commenting:

“Charlie is such a prodigious talent. We’re fully expecting him to be the UK’s next World Champion.”