Mecca Bingo takes over as lead sponsor of ITV’s Loose Women

Rank Group’s UK bingo brand Mecca Bingo has been named as the lead sponsor of ITV’s lunchtime chat show Loose Women.

The new sponsorship deal follows a successful eight-month period as an official bingo partner of the popular TV show, which included the launch of an exclusive Loose Women-themed online bingo game.

“We’re delighted to become headline sponsors of such an iconic show,” said Mecca Bingo director of acquisition Stewart MacKay. “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.”

A new ad campaign will launch on 2 January on ITV and ITVX, with ad break bumpers featuring a living room of Mecca’s own fun-loving Loose Women as they give their unique take on traditional bingo calls.

“We are delighted that Mecca will be Loose Women sponsors in 2024,” said Sue Walton, ITV commercial and development executive producer. “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."

ITV Commercial business development director Jason Spencer 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.”