Camelot Secures Major National Lottery Ad Deal with ITV
Camelot, the operator of the UK National Lottery, has just signed a major agreement with ITV that will see it sponsor the next series of three of the most popular Saturday night television shows, The Masked Singer, The Voice UK, and Ant and Dec’s Saturday Night Takeaway.
This is the first time that ITV has allowed all three of it Saturday night primetime programs to be sponsored by the same advertiser. The adverts will begin on 19 December and be shown every weekend for three months. Furthermore, the deal goes further than television adverts and includes multiplatform activation and a bespoke licensing package.
The campaign will feature “amusing, larger than life idents” that have been created by the studio Aardman, best known for Wallace and Gromit. In addition to being shown on television, they will also be on The Voice UK app.
Keith Moor, the Chief Marketing Officer at Camelot, said that The National Lottery has been a major feature of Saturday nights in the UK for the last 26 years. Therefore, he believes that there is a “fantastic fit” between ITV’s flagship entertainment shows and the lottery adverts, which “will only help people to better understand the connection between The National Lottery’s unique purpose and play.”
The ITV Director of Partnerships, Mark Trinder, said that the company is celebrating the return of three of its most popular shows while “welcoming on board our brand-new sponsor National Lottery operator, Camelot, for this innovative partnership that will put all the titans of Saturday night TV under one sponsorship umbrella.”
In June, Camelot extended its contract to operate the National Lottery for an extra six months, until July 2023, after the tender process for the next licensee was delayed. The UK Gambling Commission launched the tender in August, and a decision is expected to be announced in September 2021.
The new sponsorship deal comes after figures released in November showed a 1.7% drop in lottery sales to £3.85 billion in the first half of the 2020/21 financial year, which was likely caused by the coronavirus pandemic.