Red or Black sponsor Domino’s gets a £1 million pizza the action

Advertising tie-in will cover a slice of the prize money for Syco show

Simon Cowell’s upcoming entertainment show, Red or Black?, has signed up Domino’s Pizza as its main advertising partner in a deal thought to be worth over £1 million.

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Coming to ITV1 later this year, hosted by – you guessed it – Ant and Dec, Red or Black? is essentially a giant game of chance. Seven thousand members of the public will be whittled down to just a handful as they gamble on the all-or-nothing outcomes of a series of spectacular challenges.

The surviving contestants will take part in a week of live finals in which the spin of a giant roulette wheel decides who wins the £1 million prize each night. And now we know where one of those millions is coming from.

Domino’s Pizza has a history with Syco shows, having been the headline sponsor of Britain’s Got Talent between 2008 and 2010. Before that it ran a decade-long campaign on Sky1 against The Simpsons.

Domino’s sales and marketing director, Simon Wallis, said: “With its fast-paced, edge-of-your-seat format, we know that viewers are going to be glued to their screens and, while they’re deciding red or black at home, we want them to be tucking into a Domino’s Pizza.

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“The home is our point of sale, so unmissable TV events such as Red or Black? create an ideal time for a product, such as pizza, that’s made for sharing – and because we deliver, there’s no need to miss a minute of the action.”