Gala Bingo, U.K.'s leading bingo operator, will be the official sponsor of Sharon Osbourne's new TV show. The bingo giant has reportedly inked a deal with the producers of Osbourne's ITV talk show, dubbed Mrs Osbourne Presents, under which it will advertise its brand trough online tie-ins, bumpers, mobile activity and trailers.

Kate Howe, marketing director of the Gala Coral Group, owner of the bingo chain, was reported as saying that the show was a great opportunity for Gala Bingo to get exposure on TV. She reportedly added that the move was designed to reach Gala Bingo's exsitising players and hopefully attract new ones.

British viewers are already familiar with Sharon Osbourne, whose daily life has lengthily been displayed on reality show The Osbournes. The wife of rocker Ozzy was also part of the judge panel in the reality show X Factor. Her new show will go on air as of August 29th.