Camelot Signs Saturday Night TV Deal

Camelot, a long-standing UK operator, has announced that it has penned a deal with ITV Commercial. The agreement will see Camelot advertise its services across the ITV platform during peak times. Programmes that will now be associated with the brand include The Masked Singer, The Voice UK and Ant & Dec's Saturday Night Takeaway; three of the biggest shows not only for the channel, but for UK television.  

 This advertising push is aimed at raising awareness of the National Lottery and subsequently enhancing player numbers through the use of highly engaging promotional content. This comes as Camelot bids to renew its licence to operate the National Lottery.

Camelot CMO Keith Moor said:  

"The National Lottery has been making Saturday night more entertaining for the past 26 years, with every ticket providing a moment of anticipation while also helping to raise around £30 million each week for National Lottery-funded good causes. 

"These are ITV’s flagship entertainment shows with the biggest audiences – so there’s a fantastic fit between the two brands with this partnership, and it will only help people to better understand the connection between The National Lottery’s unique purpose and play.” 

Mark Trinder, director of commercial sales and partnerships at ITV, said:  

"Saturday nights on ITV have come to define quintessential family entertainment, and as we celebrate the return of three of our most talked about shows – The Masked Singer, The Voice UK and Ant & Dec’s Saturday Night Takeaway – we’re 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.”