New sponsor deal for ITV’s Emmerdale

bet365bingo is to be the new sponsor of ITV Yorkshire’s rural soap, Emmerdale.

The sponsorship package, negotiated by ITV Commercial, Drummond Central and Republic of Media on behalf of bet365bingo, kicks off on 12th March 2012. The new package is bet365bingo’s first broadcast sponsorship, and will run across Emmerdale content on all ITV channels, as well as the online and mobile sponsorship bumpers on ITV Player.

Jason Spencer, Business Development Director, ITV said: “Emmerdale is one of the most iconic ITV programmes and a highly sought after sponsorship property.  It is with great pleasure that we are able to announce that bet365bingo will be the new partner of the show for the next 24 months. As their first foray into TV sponsorship this is a huge broadcast opportunity that can be exploited across ITV’s various platforms, in this momentous year of the soap’s 40th anniversary. The audience and the values of the show very much embody the target market and brand values of bet365bingo and we look forward to an enduring and successful partnership.”

Emmerdale is currently produced under Granada’s ITV Studios brand and airs in the UK On ITV1 in England, Wales and the Channel Islands, STV across Scotland and UTV in Northern Ireland. Set in a fictional village, originally called Beckindale, in the Yorkshire Dales the show was created by Kevin Laffan and was first broadcast in daytime by Yorkshire Television in 1972 as Emmerdale Farm. In 1989 it became simply Emmerdale and has been a regular part of the primetime schedules for over 30 years.