PlayOJO Bingo has secured a major sponsorship deal with ITV1’s Dancing on Ice for its 17th season, which premiered on January 12, 2025. This marks the first time the SkillOnNet-powered brand has partnered with the popular celebrity ice-skating competition, enhancing its visibility across prime-time television and digital platforms.
The sponsorship agreement grants PlayOJO Bingo 120 seconds of on-air branding throughout the Sunday night show, with idents featuring the brand’s well-known "Sounds Like OJO Time" creative concept and its signature three-note sonic logo. Additionally, the deal includes promotional presence on ITVX, the network’s streaming platform, and the STV Player app, ensuring broader exposure across multiple digital touchpoints.
Hosted by Holly Willoughby and Stephen Mulhern, Dancing on Ice features a cast of celebrities paired with professional skaters as they take on challenging routines in front of a panel of judges. This season’s lineup includes well-known personalities such as Olympic rower Sir Steve Redgrave, reality TV stars Chris Taylor and Ferne McCann, footballer Anton Ferdinand, comedian Josh Jones, and actors Sam Aston and Charlie Brooks.
Expanding PlayOJO’s Reach
As part of the sponsorship, PlayOJO Bingo has secured the rights to incorporate Dancing on Ice branding across its website, mobile app, and social media channels. The collaboration allows the brand to integrate the show's theme into its marketing initiatives, including promotions, contests, and exclusive giveaways for its players.
Peter Bennett, Chief Marketing Officer at PlayOJO, expressed excitement about the partnership, highlighting the synergy between the two brands. “PlayOJO Bingo is all about creating a fun and engaging environment where players can enjoy themselves, win or lose, much like the contestants on Dancing on Ice. This partnership is the perfect opportunity to bring that spirit to an even wider audience.”
Viewers and fans of the show will have the opportunity to participate in PlayOJO’s exclusive promotions, including the chance to win tickets to live tapings of Dancing on Ice. Additionally, weekly prize draws offer up to 1,000 free spins for players who correctly predict which contestant will be eliminated next.
Driving Engagement Through Promotions
To further engage fans, PlayOJO is running multiple promotional activities alongside the show’s airing. Players can enter contests via the brand’s social media channels for a chance to win live show tickets and other exciting rewards. The campaign aims to deepen audience interaction and attract new players to PlayOJO Bingo’s platform through cross-promotional efforts with ITV.
This sponsorship aligns with PlayOJO’s recent efforts to expand its brand presence across new markets and demographics. Earlier in 2024, the company launched a video learning hub designed to educate players on game strategies and mechanics, underscoring its commitment to enhancing the player experience.
With a strong presence in markets such as the UK, Spain, Mexico, and Brazil, PlayOJO continues to innovate within the online gaming space, blending entertainment with responsible gaming principles.
Source:
PlayOJO becomes the official headline sponsor of ITV1 and ITVX’s Dancing on Ice, skillonnet.com, January 14, 2025.
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