Will Sun Bingo Continue Support Of Jeremy Kyle

Article Updated On 14th May 2019

As you may have heard, ITV have pulled The Jeremy Kyle Show from their schedules and shelved archives of the programme. This is in response to the tragic death of guest Steve Dymond who appeared as a guest on the programme. According to newspaper reports Dymond took his own life possibly in reponse to failing a lie detector test. The results of the test were due to be aired on Monday 13th May 2019.

Sun Bingo - Jeremy Kyle

The fallout to this tragedy has already started with calls for the show to be cancelled. For example, Charles Walker MP has urged ITV to call time on the series that has ran for an incredible 15 years. Many on social media have also called for the show, ITV's most popular daytime programme, to finish. That decision ultimately lies with ITV but surely they can't ignore the wave of popular belief that this is a watershed moment for The Kyle Show.

Proud Sponsors?

But why the commentary on a bingo site? Well Sun Bingo are the sponsors of The Jeremy Kyle Show. Their "bumpers" featuring Jayde Adams feature during the ad breaks of every programme. However, Sun Bingo have made no comment regarding the suspension of the show. Their website does still indicate that they are still "proud sponsors" and the bumpers are still live on Youtube.

We'd have thought that at the very least Sun Bingo would have made a comment regarding the tragic events. Perhaps even going so far as distancing themselves and their brand from the events. It may well be that they've opted to wait until the results of various inquests - but in our view they could and should have removed any and all reference to The Jeremy Kyle Show.

What Next?

Judging by the media and public reaction to the events we'd anticipate that this may well be the end for The Jeremy Kyle Show. If it's not then at the very least we'd expect a summer hiatus whilst inquests and reviews take place. If it does return then it needs to ensure that all guests are treated respectfully and adequately supported.

From Sun Bingo's perspective we think that this may be a good time to end their relationship with the show. They have sponsored the show for almost 12 months and a refresh of the "Are You Gonnna Bingo" campaign wouldn't go amiss. There are plenty of other sponsor opportunities with ITV so we're sure that there could be room for change.


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