ITV Deal Secures Littlewoods Poker Sponsorship

ITV has signed its second poker sponsorship in as many months, with littlewoodspoker.com signing up for both broadcast and online sponsorship of ITV1’s All Star Poker Challenge.

The deal follows similar coverage by online gaming firm, 24h Poker, which last month agreed to sponsor ITV2’s high-profile The Rebel Billionaire (see Poker Firm To Sponsor ITV2 Branson Series).

The latest deal will see Littlewoodspoker.com receive online sponsorship credits at itv.com/poker, alongside information for viewers on how to play the game, download options and the chance to view highlights of the best hands.

The deal will also provide Littlewoods with interactive integration, with ITVi’s red button services giving player tutorials, as well as offering betting and instant win games with Littlewoods Game On.

Building upon the growing popularity of poker in Britain, ITV’s All Star Poker Challenge will pit 25 of the nation’s best poker playing celebrities, including John Thomson, Darren Campbell and John McCririck, against each other as host Vicki Butler-Henderson watches them match wits across the table.

Each show will see five celebrities going head to head, looking to bluff, call, and steal their way to victory and, with it, a place in the grand final. The five runners up will then play each other in a one off game for the sixth seat at the table.

Commenting on the deal, Jeremy Rosenberg, sales account manager at ITV Sales, said: “It is the first time ITV1 has launched a poker show and it is fantastic news that Littlewoodspoker.com have been fully integrated. It is clearly a perfect fit and a great opportunity to educate ITV users through the content on itv.com/poker.”

Poker promotions are fast becoming commonplace in Britain, with the game’s growing popularity amongst young audiences giving advertisers an ideal route to a typically tricky demographic.

Student TV network, SUBtv, recently launched a cross-media poker tournament in an attempt to tempt potential card sharks away from their studies, comprising on air and online activity to position advertisers alongside the hugely popular pastime (see SUBtv Hands Advertisers Student Poker Deal).

ITV: 020 7843 8000 www.itv.com