Tombola to sponsor Emmerdale

Online bingo brand Tombola has replaced Littlewoods as sponsor of ITV1 show Emmerdale after the retailer pulled out of a two-year deal after just two months.

Emmerdale

Tombola will sponsor the soap, one of the broadcaster’s top rated shows, from 1 November through to January 2011.

The new deal comes just three months after Littlewoods signed a two-year deal to replace Airwick as the show’s primary sponsor.

A spokeswoman for ITV says Littlewoods had “unexpectedly” withdrawn from the sponsorship.

It is understood the retailer decided to pull-out after a review of its marketing budget.

A Littlewoods spokesperson says: “In line with our move towards becoming a multi brand business we constantly review our strategy for individual brands. As a result, we have decided not to pursue our option to sponsor Emmerdale. Instead, these funds will be channelled into a range of other marketing activities.”

The Tombola deal includes broadcast sponsorship on ITV1, ITV2 and ITV3, online and interactive sponsorship as well as mobile interactive bumpers and licensing.

The Tombola sponsorship idents will be created by Euro RSCG, while the deal was brokered by ITV sponsorship, ITV regional sales and All Response Media on behalf of Tombola.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here