Camelot strikes ITV Saturday night primetime coverage deal

Posted:: Dec 11, 2020 13:54 Category: Europe , Posted by

The UK’s National Lottery, run by the Camelot Group, has regained coverage of ITV’s Saturday Night primetime shows. The sponsorship will start 19 December 2020 and run every weekend for three months

ant and decCamelot will act as a headline sponsor for ITV’s well-loved shows ‘The Masked Singer’, ‘Ant & Dec’s Saturday Night Takeaway, and ‘The Voice UK’. 

Camelot has run the National Lottery since the start in 1994 but this remains uncertain after July 2023. This is due to the delicate process undergone back in June following delays in signing licence extensions between Camelot and the UK National Lottery. 

The move could be an attempt to increase Camelot’s presence as the deal is the first time the three shows have been sponsored by one sole brand, in hopes to renew its licence to operate The National Lottery in the future. 

Camelot CMO Keith Moor commented on the long-lasting relationship between the National Lottery and ITV stating: 

Keith-Moor-pic-2The 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.” 


ITV Director of Partnerships, Mark Trinder shared his excitement at the news saying: 

Mark-Trinder-ITV-for-webSaturday 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 onboard 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.

Camelot sales decline in November by 1.7% as a reaction of the pandemic, which mitigated thanks to their online offerings 

In recent news, Camelot have openly supported the UK governments review of the Gambling Act 2005  to extend the minimum wage from 16 to 18 across a host of gaming verticals such as lottery and online gaming.  

Source: SBC News

SiGMA Europe

Following the UK’s December 2020 release of the Pfizer BioNTech vaccine, SiGMA Group will move its February event to April. SiGMA Europe, which will be based in Malta, will now run from 13-15 April, 2021.

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