Littlewoods Leisure, the pools giant, has signed a deal with ITV to become the exclusive sponsor of a football interactive TV service available to ITV Digital subscribers.
The service, which can be accessed while viewers watch domestic football-related programming on ITV1 and the ITV Sport Channel, gives live match results and football-related information similar to the interactive service available on Sky Digital.
Littlewoods branding will feature throughout the service, which has been created by Carlton Active.
The service includes a game called ITV Predictor, which is run in association with Littlewoods, and allows viewers to predict different aspects of the match, such as the first team to score.
Littlewoods will also have a separate branded area within the service that gives information on the company’s betting and gaming products, including its PrizeBuster lottery game, its pools game and access to the betting service BetDirect.
Carlton Active chairman Martin Bowley says: “This deal proves that advertisers understand the significant benefits that interactivity can bring to their brand.”
Colin McGill managing director of Littlewoods’ holding company Sportech says: “There is a tremendous brand fit between Littlewoods and ITV – which is just embarking on its own association with football.”