PlayOJO Bingo has officially announced its sponsorship of ITV1’s Dancing on Ice for the seventeenth season, which premiered on January 12, 2025. This collaboration offers the online gaming brand substantial exposure during the highly popular celebrity skating competition.
The agreement secures 120 seconds of brand presence through sponsorship idents that will be aired before and after ad breaks during the Sunday evening show. These idents will feature PlayOJO Bingo’s distinctive “Sounds Like OJO Time” creative and its recognizable three-note sonic logo. Beyond television, PlayOJO’s branding will also appear on ITVX, ITV’s streaming platform, and the STV Player app, ensuring a broader digital reach.
The show, hosted by Holly Willoughby and Stephen Mulhern, features a lineup of celebrities who take to the ice alongside professional skating partners. This year’s cast includes names such as Olympic gold medalist Sir Steve Redgrave, reality TV stars Chris Taylor and Ferne McCann, former footballer Anton Ferdinand, and soap stars Sam Aston and Chelsee Healey.
Sponsorship Benefits and Promotional Efforts
Through this partnership, PlayOJO Bingo gains exclusive rights to use Dancing on Ice branding, including its logo and design elements, across its website, mobile app, and social media platforms. This integration allows the gaming brand to enhance its marketing efforts and engage its audience through various competitions and special promotions inspired by the show.
Peter Bennett, PlayOJO’s Chief Marketing Officer, highlighted the strategic fit between the two brands. He remarked, “PlayOJO Bingo is about creating a fun, vibrant atmosphere where everyone can enjoy themselves, win or lose. That’s exactly what Dancing on Ice represents, making this partnership a natural fit.”
To build on the excitement, PlayOJO Bingo is rolling out unique competitions that allow fans to win tickets to live tapings of the show. Weekly prize draws will also reward players with free spins based on the show’s eliminations, further integrating the sponsorship into the gaming experience.
Expanding Brand Visibility
This sponsorship deal aligns with PlayOJO’s ongoing efforts to expand its reach and strengthen its presence in the UK market. In addition to its traditional advertising approach, the brand continues to leverage high-profile collaborations to connect with a broader audience.
The sponsorship complements PlayOJO’s other initiatives, such as its recently launched video learning hub, which helps players better understand various casino games and strategies. By aligning with a widely loved entertainment show, PlayOJO aims to extend its appeal beyond regular online gaming audiences and engage with fans of reality television.
With Dancing on Ice set to run for nine weeks, PlayOJO Bingo will have consistent visibility throughout the series, reinforcing its presence across multiple platforms and audience segments.
Source:
PlayOJO becomes the official headline sponsor of ITV1 and ITVX’s Dancing on Ice, skillonnet.com, January 14, 2025.
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