Despite limitations placed on iGaming marketing in the UK in reaction to the increase in remote gaming duty, operators still appear to be exploring new avenues for TV advertising.
Paddy Power is the latest operator to take this approach, having secured a new sponsorship deal with ITV’s Nobody’s Fool.
Paddy Power Games will be the headline sponsor of ITV’s new show, described as “a strategic reality quiz format packed full of drama, deception and high-stakes gameplay”, with 10 contestants taking on challenges that test intelligence and perception, building up a prize pot.
Beginning on Saturday (22 May 2026), six episodes will air over the next two weeks with the Flutter Entertainment brand’s sponsorship package including broadcast accreditation around the programme, alongside online and streaming rights spanning across ITVX.
Paddy Power Games will also launch an exclusive free-to-play game, Nobody’s Fool Carnival Chaos. Built in a traditional RNG format inspired by the show’s tasks, the game is of a carousel-style design where players throw to hit a target, winning an instant cash prize if they are successful.
A Paddy Power Games spokesperson said: “Nobody’s Fool is exactly the type of entertainment audiences love getting behind – fun, unpredictable and packed with twists.
“The show’s playful competitive spirit made it a natural fit for Paddy Power Games, and we’re excited to bring fans even closer to the action with Carnival Chaos as the series lands on screens later this month.”
Another version of this article was first published on Affiliate Leaders’ sister title, iGaming Expert.
