Dream Bingo sponsors new Channel 4 game show Benchmark

Dream Bingo, a gambling website, has paid a six-figure sum to sponsor Channel 4's new daytime game show hosted by Paddy McGuiness.

The sponsorship campaign for Benchmark, which will run for six weeks, was brokered by Starcom Mediavest Group’s branded content division, Liquid Thread.

The show begins today (1 June) and will run every weekday with five Friday night celebrity specials.

The show gives a contestant the chance to win thousands of pounds with the help of ten members of the public, called ‘The Benchmarkers’, who can answer questions on the contestant's behalf.

The sponsorship creative will show Dream Bingo’s "dream team" receiving dreams from bingo players while driving the roads in a "dream machine".

Stephanie Eddy, the bingo acquisition manager at Dream Bingo, said: "The partnership with Channel 4’s Benchmark, hosted by Paddy McGuiness is a perfect fit for Dream Bingo. 

"SMG has given us a direct platform to reach potential new players within an entertaining and lively environment."

The idents were created by Home. Emily Hague was the copywriter and Don McGrath directed the spot, through Home.

Andrea Brown, the managing director of LiquidThread, said: "Our partnership with Channel 4 and Dream Bingo highlights Starcom MediaVest Group’s strong collaborative nature.

"We consistently bring together brands and their target audiences in the right environment that not only bring new audiences but also deepen the relationship with existing audiences.

"This partnership gives Dream Bingo prime time access to their target audience of bingo lovers."