PlayOJO Bingo Secures Headline Sponsorship of ITV1’s Dancing on Ice

PlayOJO Bingo has announced a significant sponsorship deal as the official headline sponsor of ITV1’s popular celebrity ice-skating competition, Dancing on Ice, for its seventeenth series.

The agreement entails prominent brand visibility for PlayOJO Bingo during the peak-time Sunday broadcasts of Dancing on Ice on ITV1. Hosted by Holly Willoughby and Stephen Mulhern, the show features celebrities paired with professional ice skaters competing in skating routines judged by a panel and a live studio audience.

The sponsorship includes 120 seconds of on-air brand exposure through sponsorship idents showcasing PlayOJO Bingo’s ‘Sounds Like OJO Time’ creative platform and its distinctive three-note sonic logo. Additionally, there will be 10-second idents displayed around free content streams on ITVX, ITV’s streaming service, and the STV Player website and app.

Launching on January 12th, the new season of Dancing on Ice features notable celebrities such as Olympic champion Sir Steve Redgrave, Love Island star Chris Taylor, TOWIE’s Dan Edgar, Ferne McCann, Anton Ferdinand, Sam Aston from Coronation Street, Charlie Brooks from EastEnders, and Chelsee Healey from Hollyoaks.

PlayOJO Bingo gains the rights to use Dancing on Ice branding across its digital platforms, including its website, app, and social media channels. This includes incorporating show logos, design assets, and the show’s format into marketing campaigns aimed at consumers, trade partners, employees, and other stakeholders.

This sponsorship marks PlayOJO Bingo’s strategic move to enhance brand visibility and engagement across the UK audience through one of ITV’s flagship entertainment properties, reinforcing its presence in the competitive landscape of the iGaming industry.

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.”