888 sponsors new UK TV channel
Sponsorship of the recently launched Spike marks the operator's first major move since re-evaluating its UK marketing strategy
888 Holdings has signed a deal to sponsor the prime-time broadcasting at newly-launched TV channel, Spike in its first major move since announcing plans to re-shape its UK marketing strategy.
The agreement, brokered by Sky Media and All Response Media, will see 888’s sport, casino and poker brands placed across Spike’s shows between 9pm and midnight.
“888 is delighted to launch a multi-brand sponsorship agreement with Spike for their exciting UK launch,” Itai Pazner, 888’s senior vice president of B2C, said.
“The Spike channel and brand has been highly successful in the US and their target audience is the perfect fit for our strong 888Sport, 888Casino and 888Poker brands,” he added.
The channel, which launched yesterday in the UK, is available on Sky TV, Freesat and Freeview and will broadcast shows such as Breaking Bad and The Walking Dead.
888 said last month it was searching for a new PR agency to help shape its marketing strategy in the UK, which remains the biggest market for the online gaming giant at 44% of its total revenues.
The group’s worldwide marketing spend was slightly down year-on-year in 2014 to $134m from $140m, with 888’s annual report crediting an “optimisation” of the marketing process for the reduction in cost.
The firm was subject to a takeover bid by William Hill in February, but the £750m bid failed amid reports that one of the group’s major shareholders was holding out for a higher price.