Online gaming site 888.com has signed up to sponsor packages of programmes across three different broadcasters, including ITV Comedy and Channel 4 Sport.
The various deals have been put together by Sponsorvision with the aim of delivering large male audiences on major broadcasters through programming that reflects the 888.com brand.
The ITV Comedy package consists of five programmes – The Frank Skinner Show, Baddiel and Skinner Unplanned, Mike Bassett: England Manager, Shane, and Monkey Trousers, which starts this Friday on ITV1 and showcases what it claims is the cream of British talent.
Matt Robinson, marketing manager at 888.com, says: “888.com is all about high-quality entertainment, accessibility, and fun – ITV Comedy is therefore a perfect platform for our brand.”
The Channel 4 Sport package includes C4 Racing, The Morning Line, Transworld Sport and all late-night sport on C4, but excludes Test cricket and the Ashes.
The third package is across Challenge TV and incorporates comedy programming, Classic Who Wants to Be A Millionaire and the vast majority of Player – the gaming and poker strand.
888.com has plans to sponsor further programming that is targeted at men and fits in with its “exciting, edgy and sexy” brand image.
Sponsorvision will produce all the sponsorship credits and break bumpers.
Sponsorvision planning director Sarah Armitage says: “By using this strand and package approach, 888.com will build relationships with consumers over time, communicating brand values, and demonstrating how they share the interests and passions of the viewer.”