PlayOJO Bingo has announced its sponsorship of ITV1’s iconic celebrity ice-skating competition, Dancing on Ice. This agreement will deliver major brand exposure for the SkillOnNet-powered platform throughout the show’s highly anticipated 17th series.
PlayOJO Bingo will be heavily promoted through advertisements throughout the Sunday primetime shows as part of the agreement. On the show, which is hosted by Holly Willoughby and Stephen Mulhern, celebrities and professional skaters perform stunning performances that are evaluated by a panel and an audience in real time.
The latest season debuted on January 12, bringing a star-studded lineup to UK screens. Contestants this year include Olympic legend Sir Steve Redgrave, Love Island star Chris Taylor, TOWIE’s Dan Edgar and Ferne McCann, former footballer Anton Ferdinand, and soap stars like Sam Aston (Coronation Street), Charlie Brooks (EastEnders), and Chelsee Healey (Hollyoaks). Other participants include comedian Josh Jones and TV presenter Michaela Strachan.
Extensive Brand Presence
The sponsorship guarantees PlayOJO Bingo 120 seconds of on-air brand visibility through idents incorporating its “Sounds Like OJO Time” creative platform and its signature three-note sonic logo. These idents will also appear on ITVX, ITV’s streaming service, STV Player, and related apps.
In addition to broadcast branding, PlayOJO Bingo has secured the rights to integrate the Dancing on Ice logo and assets across its website, app, and social media channels. The brand will also use the partnership for competitions and marketing campaigns targeting players, employees, and trade partners.
Peter Bennett, CMO at PlayOJO, expressed excitement about the collaboration. “PlayOJO Bingo is all about creating a vibrant and entertaining environment where players can challenge themselves and have fun whether they win or lose, just like the celebrities on Dancing on Ice. It’s about building exciting and memorable experiences, whether that be through the thrill of casino games or gliding across the ice.”
This partnership showcases PlayOJO Bingo’s commitment to enhancing entertainment experiences and engaging with a broader audience.
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