Sun Bingo kicks off Jeremy Kyle sponsorship on ITV

Sun Bingo has brought back Jayde Adams, the face of its recent "Are you gonna Bingo?" campaign, to appear in idents for its new Jeremy Kyle Show sponsorship.

Sun Bingo kicks off Jeremy Kyle sponsorship on ITV

The long-running ITV show was sponsored by Foxy Bingo between 2008 and 2017, then by another bingo company, Slingo Boom, for a year. 

In a first for this sponsorship, Sun Bingo has licence to use the show’s social media assets.

The Sun Bingo idents were created by The & Partnership London and Pulse, the News UK in-house agency formed by a WPP-backed joint venture between The & Partnership, M/SIX, The Box and Wunderman.

Hannah Swales, head of Sun Bingo, said the sponsorship would help it reach "a brand-new audience".

Yan Elliott, joint executive creative director at The & Partnership London, added: "It was a delight to have comedian Jayde Adams back in the studio from our ‘Are you gonna Bingo?’ campaign to help us create some genuinely funny, relatable characters."