New Dancing on Ice sponsor revealed as PlayOJO Bingo

PlayOJO Bingo have been confirmed as the new sponsor for ITV show, Dancing on Ice. 

The online bingo platform is an extension of the PlayOJO online casino and is also under the same ownership of Malta-based parent company, SkillOnNet Ltd. The partnership will see the online bingo platform be featured both before and after each advertisement break on the show moving forward.

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Dancing on Ice is set to run every Sunday evening at 6:30pm for nine weeks, with the first episode having already aired on 12 January. 

The new partnership hopes to offer PlayOJO’s bingo platform increased visibility in the UK market, with the opening episode of the show’s seventeenth series drawing in a reported two million viewers.

The bingo platform offers a wide variety of online bingo and jackpot games. Examples include the more traditional 90-ball bingo variant as well as the 75-ball line, which is popular in North America. Players can also engage in live bingo games, which pits them against other players in real-time.

Meanwhile, the show features 11 celebrity contestants who are paired with professional ice skating dancers, and they will compete against each other in a weekly ice-skating competition.

One pair will be eliminated from the show each week based on scores awarded by judges and a public vote. This year’s contestants include the likes of reality TV star Dan Edgar, Coronation Street’s Sam Aston, EastEnders actress Charlie Brooks and former football player Anton Ferdinand. 

Household names Holly Willoughby and Stephen Mulhern return as presenters, while judges Ashley Banjo and Oti Mabuse are joined by Christoper Dean and Jayne Torvill, who both won Olympic gold in ice dancing at the 1984 Winter Olympics. 

As well as sponsoring the show, PlayOJO are also giving six pairs of tickets away on their social media to watch the show live. The platform has also pledged to give players 1,000 free spins in a weekly giveaway. 

To participate in the giveaway, entrants are required to select their favourite contestant via the ‘Dancing on Ice’ kicker and make a deposit of at least £10. 

Some will then be awarded a free share of the spins should their selection be eliminated and will also secure entry into a separate draw, which will award tickets for the show’s live final in March. 

The announcement doesn’t mark the platform’s first time sponsoring media assets. PlayOJO Bingo, which was launched in 2017, also has history in Sweden, having previously backed crime show ‘Efterlyst’ and a radio competition segment in the country. 

Previous sponsors of Dancing on Ice include Stoke-on-Trent bookmaker bet365, who sponsored the show in both 2010 and 2011. Irish bookie Paddy Power also has history as the show’s main sponsor for the 2012 and 2013 seasons. 

ITV previously decided to pull the show from listing after 2014 before announcing its return four years later.