Announced as Lead Sponsor of ITV’s In for A Penny

Online value retailer, has been announced as the lead sponsor of ITV’s hugely popular on-the-street game show, In for A Penny.

Saturday night television is about to get even more entertaining as Stephen Mulhern returns to screens on 17 April with the hit, family-friendly show which surprises members of the public who then partake in hilariously silly and bonkers games.

The new series will welcome a host of brand-new games including “Pet Bet”, in which the contestant will be joined by their dogs to be in with a chance to win £100. Another new addition is “Sausage Roll”, which sees teams of two attempt to roll a sausage roll across their partner’s body without using their hands.

As well as new games, the show will bring back some well-loved favourites, where contestants will challenge unsuspecting members of the public, to be in with a chance of winning anything from the price of their petrol, to a sizeable cash prize.

Chris Chalmers, Marketing Director of, said: “ITV’s In for A Penny is a much-needed dose of fun and escapism for families across the UK on a Saturday evening.

“Given our strong heritage in family-focussed value products, this sponsorship is a great opportunity to increase consumer engagement with our brand. As with, the show has something for the whole family and with much of it taking place live, it really is a fun show for families to enjoy together.”

Families watching the show at home will be able to get in on the prize-winning action too, as is launching a prize draw on 17th April to giveaway £1,000 to spend with them.

Dedicated In for A Penny content will also take centre stage across’s own digital and social platforms.

Jason Spencer,  Business Development Director, ITV added: “Saturday evenings are one of the key times that families get together in front of the TV.

We are delighted to have Studio on board to help us bring laughter to the UK’s lounges this April with the new series of In for A Penny, building on our previous partnerships. After everything families have been through this past year, they deserve good fun, easy watching entertainment.”

Paul Cooper, Chief Operating Officer at MediaCom North, which brokered the sponsorship, said: “We are thrilled to see our strategy come to life. This has been a true collaboration between Studio, MediaCom, Cheetham Bell and ITV and is a perfect example of our partnership approach. Aligning our brands to the content we know audiences love is key, but at MediaCom we believe in optimising the full system, marrying brand building activity with performance driving elements, especially within online retail. In for A Penny is the perfect partner to convey Studio’s family-focussed, relatable and value-loving tone of voice and we are proud to be working on this campaign with Studio”

In for A Penny launches on 17 April, to get involved in the prize draw to win £1,000 to spend at, visit

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