The deal will see StanJames.com become broadcast sponsor of 'The Contender', a reality boxing show bought from the US, on ITV2 and for repeats on ITV1 and ITV2. The series starts on March 14.
'The Contender' is produced by Sylvester Stallone, who will also co-present the show with former world champion boxer Sugar Ray Leonard. The series will conclude with a live finale from Caesar's Palace in Las Vegas.
ITV Sales sponsorship executive Yan Li negotiated the deal with David Robertson at BlueStar Communications, on behalf of Stan James.
The Gibraltar-based Stanjames.com is known for "betting in-running", where traders can update the prices while the sport is in progress.
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