Wavemaker UK has collaborated with ITV to secure an agreement for William Hill to become the sponsor of the much-anticipated upcoming series of Celebrity Big Brother and Celebrity Big Brother: Late & Live which is produced by Initial (part of Banijay UK).
The sponsorship will include a series of idents around the full-length programme as it is broadcast on ITV1 and via ITVX. The launch will also be amplified across social media, with Wavemaker UK working closely with WPP’s data-driven influencer agency, Goat.
Wavemaker UK was responsible for creative consultation. The idents, and wider sponsorship, form part of a new category positioning for William Hill’s Vegas brand, which is centred around casino entertainment for people across the UK by demonstrating it as a fun opportunity running in parallel with the nation’s favourite reality TV.
Celebrity Big Brother will be an unmissable TV moment in the ITV calendar. The star-studded version, airing on ITV1, follows a successful relaunch on ITV2 last year. The sponsorship is effective from the series launch date, beginning on 4th March at 9pm, and will continue for the show’s full run.
Isobel Mooney – Managing Partner at Wavemaker UK said: "Through this sponsorship, we are delivering on a game-changing ambition that brings casino entertainment into the mainstream. Like Celebrity Big Brother, Vegas is something to share and genuinely connect over, and we wanted to reflect that. It’s been a true collaboration, utilising multiple touchpoints to create a massive cultural moment that is sure to deliver a real impact.”
Michael Sheehan - Director of UK Marketing at William Hill said: "Whether you are a roulette roller or slot spinner, William Hill is celebrating the games we love, loud and proud. There is nothing ‘louder’ than being a part of one of the world’s most iconic and successful reality television franchises. With the combination of the show that changed the face of telly and the brand that changed online gaming - weekdays and Sundays at 9pm on ITV1, ITVX and STV and STV Player is set to be the nation’s favourite time of the week."
Wavemaker UK has secured several sponsorship deals with ITV for William Hill, including The John Bishop Show, The Jonathan Ross Show and I’m a Celebrity… South Africa.
