sponsors ITV show, the Sportech-owned online poker site, has signed up to be the exclusive sponsor of ITV’s new celebrity show, All Star Poker Challenge, which runs every night this week before the final on Sunday.

The All Star Poker Challenge features 25 celebrities, including James Hewitt and Footballers’ Wives star Jesse Birdsall, competing for a &£50,000 pot for their favourite charity. The promotion includes idents at the start and end of each programme slot and exclusive links to the show’s internet site. will be promoted both on screen and through voiceovers at the end of each programme.

The sponsorship also covers the show’s website,, and includes an interactive element where viewers can access betting and gaming content provided by Sportech brand, Littlewoods Game On.

Sportech acting managing director Roger Withers says the deal “will promote to a wider audience”.

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