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888 to Sponsor Spike TV in UKPublished April 18, 2015 by Mike P
888 has agreed a deal that will let it sponsor Spike TV when the channel launches in the UK later in 2015.
888 has long been one of the most active gaming operators for UK marketing efforts. Although 888 has cooled off on TV advertising in recent years, that appears set for imminent change. The multichannel gambling operator has struck deal that will see 888 serve as the launch sponsor of brand new UK TV channel called Spike.
Spike will launch on UK TV as a free channel operated by the dual partnership of Channel 5 and Viacom, the latter of which is a global entertainment company. UK residents will be able to access the channel from launch by retuning their digital TV boxes.
Promoting Sports Betting and Casino
For its upcoming marketing plan, 888 will use the sponsorship deal as an opportunity to promote its sports betting, online casino, and poker platforms. The partnership could be of great benefit to 888, as Spike TV will feature a wide range of engaging shows. Spike TV previously existed in the US, but is being re-launched in the UK by Viacom.
888 will air adverts ahead of ultra-popular US TV shows. Sons of Anarchy is about a California motorcycle gang and the thrilling escapades that they are involved in. Of course, everybody is familiar with Breaking Bad. Over a year after the show ended, many viewers will be eager to revisit Walter White and Jesse Pinkman.
Itai Pazner serves as B2C senior vice president of 888, and had a number of comments on the sponsorship deal: “The Spike channel and brand has been highly successful in the US and their target audience is the perfect fit for our strong 888Sport, 888Casino, and 888Poker brands”.
888 is not the first gambling operator to strike a sponsorship with a TV channel. bwin.party has a deal that allows for the global operator to sponsor its Party Poker and Party Casino brands on various shows.