Gala inks £2m deal to sponsor Sharon Osbourne show
LONDON - Bingo chain Gala Bingo has signed a £2m deal to sponsor Sharon Osbourne's new talk show 'Mrs Osbourne Presents' starting on August 29 on ITV1.
The deal, brokered through Gala's media agency MediaVest Manchester, includes branded trailers, interactive features, online tie-ins and mobile interactive sponsorship bumpers.
Kate Howe, marketing director of Gala Coral Group, said: "'Mrs Osbourne Presents' is aimed at our bingo-playing demographic and will reach existing Gala members as well as targeting potential new ones. We're extremely excited to be bringing the Gala Bingo brand to ITV."
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Rebecca O'Malley, MediaVest Manchester's associate broadcast director, added: "It's great to match a programme with such a big personality to an exciting brand like Gala. 'Mrs Osbourne Presents' matches the Gala proposition perfectly."
Osbourne has been lined up to replace Paul O'Grady in a key late afternoon slot. O'Grady announced he was defecting from ITV to Channel 4 in January this year.
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Osbourne: Gala Bingo sponsoring show
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