Mecca Bingo is to become the leading sponsor of the multi-award winning ITV panel show Loose Women.
Launching from January 2 2024, the campaign will feature Mecca Bingo idents created by Mission on both live ITV channels and ITVX, while the ad break bumpers will show a living room of Mecca’s own ‘Loose Women’ as they give their unique take on traditional bingo calls.
The news follows a successful eight month partnership between the bingo brand and the ITV show, which has seen moves including the launch of an exclusive Loose Women themed game at www.meccabingo.com.
“We’re delighted to become headline sponsors of such an iconic show. Just like the Loose Women panellists, our customers love to keep up with current trends and news so the opportunity to become headline sponsor was a natural progression from our existing partnership,” said Mecca Bingo director of acquisition Stewart MacKay.
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“The opportunities this new campaign presents will enable us to reach a significant UK audience and fans of the show across multiple channels,” he continued.
ITV commercial and development executive producer Sue Walton added: “We are delighted that Mecca will be Loose Women sponsors in 2024.”
“ The existing bingo partnership has brought the iconic Loose Women brand to Mecca Bingo’s online players and sponsorship is a great way of further cementing our relationship by enabling Mecca to reach our highly engaged audience”
IMA-home managing director Alex Uprichard added: “We’re confident the sponsorship will really get to the heart of what matters for Mecca’s audience by providing valuable opportunities for conversation and connection. The journey is just beginning.
