Camelot nets major National Lottery ad deal on ITV
Watford-based operator secures exclusive agreement to sponsor The Masked Singer, The Voice UK and Ant & Dec’s Saturday Night Takeaway
National Lottery operator Camelot has inked a wide-ranging sponsorship deal with ITV for three of the free-to-air television network’s biggest Saturday night shows.
From 19 December, Camelot will sponsor The Masked Singer, The Voice UK and Ant & Dec’s Saturday Night Takeaway.
This deal marks the first time all three primetime programmes will be sponsored by the same brand.
The exclusive agreement includes on-air sponsorship, multi-platform activation and a bespoke licensing package.
This will include visibility on streaming network ITV Hub and the age-gated version of The Voice UK app.
Camelot CMO Keith Moor said: “The National Lottery has been making Saturday night more entertaining for the past 26 years, with every ticket providing a moment of anticipation while also helping to raise around £30m each week for National Lottery-funded good causes.
“These are ITV’s flagship entertainment shows with the biggest audiences – so there’s a fantastic fit between the two brands with this partnership, and it will only help people to better understand the connection between The National Lottery’s unique purpose and play,” he added.
The National Lottery age limit will be raised from 16 to 18 from October 2021.