Bookmaker Paddy Power has been named the “official betting partner” of Big Brother 6, which starts this weekend.
The deal, believed to be worth more than &£100,000, will see the show beamed live into all 180 Paddy Power betting shops in the UK.
The bookmaker will also rebrand itself for the duration of the programme, with the BB eye appearing alongside the Paddy Power logo.
The bookmaker will set up pages on its website dedicated to BB betting and will carry content from the official Channel 4 website. It will also offer live 24-hour betting on its retail, internet, telephone and SMS services.
In return, the show’s official website will carry betting odds from Paddy Power.During the show, punters will have the chance to bet on the outright winner and evictees plus an array of specials as the drama in the house unfolds.
Paddy Power marketing director Barni Evans says: “Our official betting partner status with BB will reinforce our reputation as market leader in novelty betting.”