This milestone follows an 8-month stint with Mecca as the official bingo partner of Loose Women; a collaboration that was marked by the introduction of an online bingo game themed around the show featured on Mecca Bingo’s website. The game features a Loose Women jackpot that offers players the chance to win substantial prizes， as well as a 'Bingo Bestie' feature that allows players to pair up to boost their winning potential.

ITV Commercial’s Business Development Director， Jason Spencer， commented: "I'm thrilled to see Mecca Bingo come on board as our new sponsor of Loose Women and look forward to seeing our partnership continue to evolve through Mecca's creative activation of their sponsorship， building on and expanding the reach of our previous work together."

Mecca Bingo’s Director of Acquisition， Stewart MacKay，Online Casino Games for Real Money added: “Just like the Loose Women panellists， our customers love to keep up with current trends and news so the opportunity to become headline sponsor was a natural progression from our existing partnership. The opportunities this new campaign presents will enable us to reach a significant UK audience and fans of the show across multiple touchpoints including social channels.”

Finally， ITV’s Commercial and Development Executive Producer， Sue Walton concluded: “We are delighted that Mecca will be Loose Women sponsors in 2024. The existing bingo partnership has brought the iconic Loose Women brand to Mecca Bingo’s online players and the headline sponsorship is a great way of further cementing our relationship by enabling Mecca to reach our highly engaged audience. We look forward to working with Mecca to activate the campaign across the year."