Betting and gaming company seeks to engage more with women through the €250,000 deal
BoyleSports Games is the sponsor of the new series of Big Brother on Virgin Media Television, which kicks off on Sunday, October 6th at 9pm. Photograph: Stephen McCarthy/Sportsfile
The company believes the sponsorship will add to its impact in the gaming market in Ireland. Gaming is the playing of such games as roulette or slot machines online. More women than men tend to be involved in gaming. The programme begins at 9pm on Sunday, October 6th and will run for six weeks. The show sees a number of people move in to the Big Brother house and viewers will have a vote to decide who wins. However, Irish audiences will not be able to vote as it is an ITV-owned show.
Sarah Taylor, client solutions lead at Virgin Media Television, described Big Brother as “the original social experiment”.
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