Camelot signs sponsor deal for Britain's Got Talent

ITV and the production companies behind Britain's Got Talent have signed an estimated £6 million sponsorship deal with the National Lottery operator, Camelot, for the forthcoming tenth series.

Vizeum and its sister content agency, The Story Lab, brokered the deal. It includes multiplatform activation and a licensing agreement that will give National Lottery players the chance to win VIP tickets to Simon Cowell’s talent show.

In addition, The National Lottery will create ten "guaranteed" millionaires in a special draw to celebrate the tenth anniversary of Britain’s Got Talent.

The show is made by FremantleMedia UK and Syco, the company jointly owned by Cowell and Sony Music. It was the most-watched entertainment programme in 2015 as The X Factor struggled with ratings.

Morrisons previously sponsored Britain’s Got Talent for three years.

In a separate move, ITV is believed to be close to agreeing a new trading deal with Dentsu Aegis Network, the parent company of Vizeum, ending a period of tension between the two parties.

Campaign revealed in January that ITV was investigating whether Dentsu Aegis had met the terms of its share deal. A new agreement could include improved terms for the broadcaster.

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1 Brands that forge an emotional tie are best protected from copycats

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