New sponsorship deal follows a successful campaign in 2025 for the Immense Group-owned online casino brand
Immense Group-owned online casino brand Mr Vegas is returning to prime time television after renewing its sponsorship of Big Brother UK.
Following a successful 2025 campaign, the familiar Mr Vegas jingle and sponsorship idents will feature throughout the new season of the TV show, which began on Sunday.
Mr Vegas’ branding will also feature on the BBUK voting platform as viewers have their say on what happens in the house.
“We’re excited to renew our sponsorship of Big Brother UK for 2026,” said Immense Group chief marketing officer Marco Trucco. “Last year, our Mr Vegas sponsorship became part of the Big Brother conversation. We saw memes, Reddit threads ablaze with commentary about Mr Vegas and even a tiny bit of outrage. Some people loved his “Whooah!” and “Uhh!”, some couldn’t stand him. But isn’t that exactly what you want from a character in a good reality show?
“Along the way, the partnership put Mr Vegas in front of millions of viewers. So, of course, he’s back. Like that colourful member of the family who turns up for Christmas dinner, makes the evening considerably louder and gives everyone something to talk about.
“Big Brother is a great fit for Mr Vegas because we’re an entertainment brand. We want to show up around the things our players actually watch and enjoy, from football and darts to some of the biggest entertainment shows on TV. Last year was quite a ride. We’re looking forward to doing it all again in 2026.”
Bhavit Chandari, director of BE Studio at ITV, added: “We’re delighted to welcome Mr Vegas back to Big Brother UK. The show is all about big personalities, iconic moments, and live audience interaction, which aligns perfectly with Mr Vegas’ focus on entertainment.”
Big Brother UK is produced by Initial, part of Banijay UK.