Bingo site, tombola, is to sponsor the new series of Loose Women when it returns to ITV next week.

The deal was brokered by Jason Spencer, business development director at ITV and MediaCom Manchester.

“With this sponsorship, we hope to continue to build our community of players. As part of the partnership, we have launched a new magazine lifestyle hub on the tombola website incorporating a range of innovative initiatives to complement the sponsorship off air,” said Dawn-Elizabeth Howe, head of marketing at tombola.

It comes as ITV announced that Judy Finnigan has signed up as one of the show’s panel members, alongside Penny Lancaster, Gloria Hunniford and Sharon Osbourne.

“I’m delighted we have been able to confirm more of Britain’s best loved, successful, assertive and, let’s face it, downright smart women to join our Loose Women team,” stated Martin Frizell, editor of Loose Women.

“Our viewers and live audience will feature more than ever before over the coming months and we’re looking forward to discussing the issues that matter to viewers at home and having lots of fun.”

The show returns on Monday, 8th September.