Popular Talent Show Attracts New Sponsor

Rank plc closes three year agreement with Fremantle Media

This week, a new sponsorship deal emerged between a gambling company and a TV show, when the British land and online gambling group Rank plc inked a three-year sponsorship agreement with Fremantle Media Enterprises (FME), in association with Syco.

The deal will make Rank plc the official gaming partner of The X Factor television show, and its brands, Mecca Bingo, Grosvenor Casinos and sports betting website Bluesquare, will have the rights to create an exclusive X Factor branded online bingo game, a series of slots and mini games.

In addition to this, all The X Factor branding, such as title graphics, theme music, logo and imagery will be at the company’s disposal to use in all marketing, communications and promotions across its retail businesses, websites, mobile products and social media channels, and also, this deal has earned the gambling group promotional opportunities at The X Factor events.

In a comment on the deal, Angus Nisbet, gaming director for Rank Interactive, the online division of Rank Group, said: “As the current official gaming partner of Britain’s Got Talent, we are extremely pleased to be strengthening our relationship with FME through this landmark deal for the Rank Group.

“The X Factor is one of the UK’s most successful TV brands and the association with the programme, will enable our brands to promote to a new audience, as well as being able to increase our customer engagement with exclusive games and money can’t buy prizes, including tickets to The X Factor live Finals at Wembley.”

Apart from him, a comment arrived from Simon Murphy, head of gambling EMEA for FME, who added, “Through our partnership with Rank Group we look forward to further extending The X Factor brand successfully beyond the TV screen.”

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