PlayOJO Becomes the Official Headline Sponsor of ITV1 and ITVX’s Dancing on Ice

PlayOJO Bingo announced today it has inked a deal to be the official sponsor of ITV1’s live celebrity ice-skating competition Dancing on Ice for its seventeenth series.

The agreement includes significant PlayOJO Bingo brand visibility in the format of idents around the Sunday peak-time show. Hosted by Holly Willoughby and Stephen Mulhern, Dancing on Ice challenges celebrities and their professional ice skater partners to learn and perform ice-skating dance routines in front of a panel of judges and live studio audience.

The new season slid onto UK TV screens on 12th January. Celebrities hoping to achieve skating success this year include Olympic rowing legend Sir Steve Redgrave, Love Island star Chris Taylor,  TOWIE’s Dan Edgar and Ferne McCann, former footballer Anton Ferdinand, Coronation Street‘s Sam Aston,  EastEnders star Charlie Brooks and Hollyoaks’ Chelsee Healey; as well as former English football player Anton Ferdinand, comedian Josh Jones, Coronation Street’s Sam Aston, and presenter Michaela Strachan.

The deal includes 120 seconds of on-air brand accreditation via sponsorship idents featuring the PlayOJO Bingo ‘Sounds Like OJO Time’ creative platform and the brand’s iconic three-note sonic logo. There will also be 10 seconds of idents around free programme-streaming content on the ITVX website, ITV’s streaming service, and the STV Player website and mobile app.

Meanwhile, PlayOJO Bingo will have the rights to use the Dancing On Ice show logo, design assets and format across its website, app and social channels and in competitions targeting consumers, trade and employees, as well as certain other marketing communications.

Peter Bennett, CMO at PlayOJO said Dancing on Ice and the SkillOnNet-powered PlayOJO are perfect dance partners.

“PlayOJO Bingo is all about creating a vibrant and entertaining environment where players can challenge themselves and have fun whether they win or lose, just like the celebrities on Dancing on Ice. It’s about building exciting and memorable experiences, whether that be through the thrill of casino games or gliding across the ice.”