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William Hill has announced a partnership with the British reality TV show, I’m a Celebrity… Get Me Out of Here!
Ant McPartlin and Declan Donnelly will return to host Bushtucker trials in a brand new South African location this year, with Shaun Ryder, Amir Khan, Janice Dickinson, Carol Vorderman all confirmed to be in the all-star cast.
However, the show this year will follow a different format than usual, notably dropping the famous public voting system.
McPartlin said in a statement: “It’s slightly different to the show we do in Australia because they go head to head in trials and whoever loses leaves.
“It’s quite brutal, so that’s how we decided the winner.”
While contests like Eurovision have traditionally seen betting activity, with the United Kingdom sitting at an uncertain 20/1 so far this year, other TV shows have definitely seen a gain in traction in recent years.
Of course, some shows such as BBC Sports Personality of the Year may seem like an obvious choice for William Hill customers, but the site also supports betting for a range of reality TV shows.
One such show is Love Island, which even received its own dedicated betting guide released by William Hill before the Love Island finale took place on 13 March.
The article explained why recent goings on in the villa had changed the odds of certain couples, such as Lana Jenkins and Ron Hall falling to 4/1 after the drama that unfolded after Ron confessed he was playing a game.
Not only that, but William Hill offered tips on what kind of behaviour to watch out for in contestants of the show.
So it was no surprise to long-time fans when William Hill announced the partnership today: “I’m A Celebrity is back and this year we’re proud to have partnered with the show for the first ever series filmed in South Africa!
“Stay tuned for some exciting content, including exclusive interviews, and more over the next three weeks.”
This isn’t the only partnership recently to feature a popular TV programme, with Mecca Bingo announcing it had launched an exclusive Loose Women-themed bingo room on its website.
