Ladbrokes Coral-owned has signed a new media deal with British commercial television network Channel 5 to become the broadcast sponsor of Australian soaps Neighbours and Home & Away.

As the official sponsor of the two popular TV shows, idents will run before, during and after the shows, with the operator also benefiting from branding on

The Neighbours sponsorship will see the UK online bingo operator appear on daytime and primetime TV every weekday until October 31st, while the Home & Away deal will run until the end of the year.

“We are very excited to announce our latest sponsorship deal with Channel 5, Neighbours and Home & Away,” said brand director Angus Nisbet. “These shows are practically UK institutions, and we love following the trials and tribulations of the characters in Summer Bay and Ramsey Street, and we know our customers do, too.

“By aligning our brand with specific TV programmes, we’re able to give a significant level of awareness, connecting with our existing audience, as well as reaching new customers.”

Developed by Newcastle-based creative agency Cravens, the adverts will see the brand emphasise its Play Happy creative with an Aussie twist.

Featuring an Australian bingo caller voiceover, the indents give traditional bingo calls the Aussie treatment, with calls such as Koala in a tree (3), and two sausages on a barbie (11), with respective images appearing on a bingo screen alongside branding.
The deal with Channel 5 expands the operator's TV sponsorship portfolio, which includes ITV soaps Coronation Street and Emmerdale, as well as the hit quiz show The Chase.

David Shore, head of business development for Sky Media, which brokered the deal, commented: “Sky Media has a track record of handling Channel 5’s TV ad sales inventory and we’re pleased to be able to unite with a channel that fits its target audience.”