Tombola, is to sponsor one of ITV’s most popular and best-loved shows, Emmerdale, from November 2009, in a deal brokered by ITV Sponsorship, ITV Regional Sales and All Response Media on behalf of tombola.

Tombola have been one of the most aggressive advertisers in the online field since it departed with the Sun Bingo.  Many speculators in the industry tipped Tombola to be a flop after the partnership with Sun Bingo was severed but the company has gone from strength to strength and is constantly improving on its market share.

BingoSupermarket caught up with Chief Executive Phil Cronin at a bingo meeting a few years ago just as Tombola were going stand-alone and there was an air of caution without the Sun Bingo, but in true David and Goliath style, Tombola has entered the market and is coming very close to being the online bingo market leaders.

The level of advertising has steadily increased as too its market penetration and share.  Tombola are now taking measures to maintain its high positioning and authority in the UK online bingo market.

Phil Cronin said:  "Sponsoring Emmerdale, one of ITV’s leading brands, is a significant opportunity for tombola. The show's reach, the affection in which its held, and its values of drama, fun and community make it the ideal partner for the tombola brand. Tombola is the biggest online bingo site in the country and with this sponsorship we hope to continue to build our community of players."

Bhavit Chandrani, Sponsorship Manager, ITV said: “Emmerdale is one of ITV’s leading brands and one of the nation’s favourite soaps.  We are delighted to have secured tombola as sponsors until January 2011.”