Camelot strikes Saturday night entertainment sponsorship with ITV
10th December 2020
| By Conor Mulheir
The UK’s National Lottery operator Camelot has signed an agreement with broadcaster ITV, to sponsor the forthcoming series of three of its most popular Saturday night programmes: The Masked Singer, The Voice UK and Ant and Dec’s Saturday Night Takeaway.
The deal marks the first time that all three of the channel’s Saturday night programmes have been sponsored by a single brand, taking both The National Lottery and ITV into new territory, Camelot said.
The sponsorship begins on 19 December and will run every weekend for three months, including on-air sponsorship, multi-platform activation and a bespoke licensing package.