By John Glenday

Starcom MediaVest Group has brokered a six-figure sponsorship deal between Dream Bingo, the online gambling site, and Channel 4 for its upcoming daytime TV gameshow Benchmark hosted by Paddy McGuinness.

The new format gives contestants the chance to win thousands of pounds of prizes with the assistance of 10 members of the public known as ‘The Benchmarkers’, who must answer questions on the contestants behalf.

Under the deal Dream Bingo will run a specially commissioned ident during the show, depicting Dream Bingo’s ‘Dream Team’ picking up dreams from bingo players whilst travelling the country.

Andrea Brown, managing director of LiquidThread, SMG’s branded content Read full story ›

Source: The Drum