Mecca Bingo will become the lead sponsor of ITV’s Loose Women next year.
The campaign has been planned and executed by IMA-HOME and will launch on January 2nd.
“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 Stewart MacKay, Director of Acquisition for Mecca Bingo.
“The opportunities this new campaign presents will enable us to reach a significant UK audience and fans of the show across multiple touchpoints including social channels.”
Mecca has been the show’s official bingo partner for the last 8 months and created its Loose Women themed bingo game earlier this year.
“I’m thrilled to see Mecca Bingo come on board as our new sponsor of Loose Women and look forward to seeing our partnership continue to evolve through Mecca’s creative activation of their sponsorship, building on and expanding the reach of our previous work together,” added Jason Spencer, Business Development Director at ITV Commercial,.
The new Mecca Bingo idents have been created by Mission and will be on both linear ITV channels and ITVX.
“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,” said Alex Uprichard, Managing Director at IMA-HOME.
