Guess Who’s Back …? Mr Vegas Renews Big Brother UK Partnership

Mr Vegas, the fast-growing online casino brand owned by Immense Group, is making its return to prime time television after renewing its sponsorship of Big Brother UK, produced by Initial (part of Banijay UK) following a successful 2025 campaign.

Premiering on Sunday 13 September, the new season will see hosts AJ Odudu and Will Best return to ITV2 and welcome a new group of strangers into the iconic Big Brother house. Across the extended run, viewers can expect ambitious tasks, high-stakes nominations and dramatic live evictions as the Housemates face challenges at every turn in their bid to outlast their rivals.

Forming part of its 2026 sponsorship renewal, the familiar Mr Vegas jingle and  sponsorship idents will feature throughout the broadcast, with the messaging ‘Guess who’s back?’, giving Mr Vegas a major prime-time platform and a repeated presence around one of the most talked-about entertainment formats on British television. The Mr Vegas branding also features on the BBUK voting platform as viewers have their say on what happens in the house. 

Marco Trucco, Immense Group CMO, said:

"We’re excited to renew our sponsorship of Big Brother UK for 2026. Last year, our Mr Vegas sponsorship  became part of the Big Brother conversation. We saw memes, Reddit threads ablaze with commentary about Mr Vegas and even a tiny bit of outrage. Some people loved his “Whooah!” and “Uhh!”, some couldn’t stand him. But isn’t that exactly what you want from a character in a good reality show? 

“Along the way, the partnership put Mr Vegas in front of millions of viewers. So, of course, he’s back. Like that colourful member of the family who turns up for Christmas dinner, makes the evening considerably louder and gives everyone something to talk about.

“Big Brother is a great fit for Mr Vegas because we’re an entertainment brand. We want to show up around the things our players actually watch and enjoy, from football and darts to some of the biggest entertainment shows on TV. Last year was quite a ride. We’re looking forward to doing it all again in 2026.”

Bhavit Chandari, Director of BE Studio at ITV added:

"We’re delighted to welcome Mr Vegas back to Big Brother UK. The show is all about big personalities, iconic moments, and live audience interaction, which aligns perfectly with Mr Vegas’ focus on entertainment.“