AN online bingo firm has revealed a deal to sponsor a primetime TV show.

Tombola says it has secured an agreement to adorn coverage of broadcaster ITV’s I’m A Celebrity… Get Me Out of Here! jungle challenge, which was won last year by Bishop Auckland’s Scarlett Moffatt.

Bosses say the partnership will see Sunderland-based Tombola sponsor the new series, which will return later this year, an ITV2 show and content on the ITV Hub.

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The business is also backing a companion app, which allows viewers to vote for which celebrity they want to take part in trials, leave the show, and be the programme’s victor.

Phil Cronin, Tombola’s chief executive, said: “I’m A Celebrity… Get Me Out of Here! is a perfect fit for us.

“With ten million viewers the show is must see viewing, so it’s a great match for Tombola, which has more players than any other bingo site in the UK.

“We previously sponsored Emmerdale on ITV for three years, so we’re excited to be working with the broadcaster again."

Founded in 2000, Tombola develops bingo software and online games, and previously started work to build new £6m North-East headquarters.

It also has offices in Milan, Madrid and Gibraltar.