UK gambling giant William Hill has announced a collaboration with a reality television show “I’m a Celebrity… Get Me Out of Here” that is being filmed in South Africa.

A number of celebrities will be participating including musician Shaun Ryder, boxer Amir Khan, Princess Diana’s former butler Paul Burrell, Diversity dancer Jordan Banjo, model Janice Dickinson, sportsman Phil Tufnell, Olympian Fatima Whitbread and TV Presenter Carol Vorderman. The show will have a new format this season with the absence of the very popular voting open to the public and will be hosted by Ant McPartlin and Declan Donnelly.

It is quite brutal this year – it’s slightly different to the show we did in Australia because the celebrity contestants go head to head in trials and whoever loses leaves,” Ant and Dec- Media personalities and hosts of “I’m a Celebrity … Get Me Out of Here”

Gain in traction for betting activity

Betting has always been popular with television shows that have a competitive element such as the Eurovision. However with the waning interest in the Eurovision over the last ten years, there has also been a marked decline in betting during the show, once a much-awaited event by tv audiences.

While Eurovision and some other shows have typically experienced a downturn in betting interest, other TV programmes are clearly seeing an increase in traction in recent years.

There are a number of other UK reality tv shows sponsored by William Hill such as BBC Sports Personality of the Year and Love Island. William Hill is also offering tips on what kind of behaviour to expect from contestants of the show.

The show’s fans and seasoned tv audiences were therefore not surprised when William Hill announced the partnership with the South Africa series of this show, its first series filmed in South Africa. William Hill promises exciting content, exclusive interviews and great betting tips during the duration of the series which will conclude in three weeks’ time.

Recovery after a record-breaking fine

William Hill recently was hit with a record-breaking ￡23.9 million penalty by the UK Gambling Commission. It has been an eye-opening experience for the company. After such a huge financial loss as a result of the fine, the Company is working on avoiding any similar reputational risks in the future. Partnering with a much-loved, high profile show will certainly help William Hill’s customers gain confidence in the brand.

The good publicity through its partnership with the tv show will bring back the company’s positive exposure to the forefront.

I’m A Celebrity South Africa

I’m A Celebrity: South Africa started to air on Monday this week. The show will continue to air each weekday at 9pm GMT via ITV in the UK and is also available online for international audiences. The series will go on for three weeks, with a grand finale on Friday, 12 May. There will be many more celebrities taking part in the series but viewers will have to watch to find out who they are and when they will enter camp.

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