Sun Bingo bags partnership with The Jeremy Kyle Show

Sun Bingo has announced a new sponsorship deal with ITV’s long-running day time programme, The Jeremy Kyle Show.

The deal, which starts on 16 July, will see Sun Bingo sponsor the show, along with video-on-demand clips and through the programme’s social media assets.

Sun Bingo will be the first commercial partner to utilise the show’s social media channels, which the operator hopes will help to build a connection between the brand and Jeremy Kyle’s loyal following.

The Sun Bingo ads were created by creative company Pulse and its sister agency, The&Partnership London.

Head of Sun Bingo, Hannah Swales, said: “JK is one of the UK’s prime day time TV shows with over 3,000 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.”

Sun Bingo is continuing to use Bristolian comedian Jayde Adams as a brand ambassador in a bid to target a younger demographic.

The&Partnership London’s joint executive creative director Yan Elliot 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,” he added.