Channel 4 and online bingo site Dream Bingo have agreed a six-figure sponsorship deal for the broadcaster’s new daytime bingo show hosted by Paddy McGuiness.
The deal, brokered by Starcom MediaVest Group UK (SMG) will see Dream Bingo run a series of idents around the show, titled Benchmark, for six weeks every weekday, including five Friday night celebrity specials.
Stephanie Eddy, bingo acquisition manager, Dream Bingo, called the partnership “a perfect fit” for the betting site.
“SMG has given us a direct platform to reach potential new players within an entertaining and lively environment,” she said.
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Source: The Drum
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