Mecca Bingo sponsors Loose Women
December 20, 2023
ITV has announced that Mecca Bingo will become the lead sponsor of its popular panel show, Loose Women.
The campaign, planned and executed by global agency IMA-HOME, launches on January 2nd 2024 and will feature Mecca Bingo idents created by Mission, on both live ITV channels and ITVX. The ad break bumpers will show a living room of Mecca’s own fun-loving ‘Loose Women’, as they give their unique take on traditional bingo calls.
The announcement follows a successful 8-month period with Mecca as the official bingo partner of the show, including the launch of an exclusive Loose Women themed bingo game on the Mecca Bingo site.
Stewart MacKay, director of acquisition for Mecca Bingo, commented: “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. 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.”
Sue Walton, commercial and development executive producer, ITV, said: “We are delighted that Mecca will be Loose Women sponsors in 2024. The existing bingo partnership has brought the iconic Loose Women brand to Mecca Bingo’s online players and the headline sponsorship is a great way of further cementing our relationship by enabling Mecca to reach our highly engaged audience. We look forward to working with Mecca to activate the campaign across the year.”
Alex Uprichard, Managing Director at IMA-HOME, said: “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.”
Jason Spencer, Business Development Director at ITV Commercial, added: “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.”
The sponsorship will be amplified across multiple platforms from website to social.