People's Postcode Lottery to sponsor Emmerdale

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People’s Postcode Lottery is to sponsor ITV’s prime-time soap Emmerdale from April in its most high profile prime-time TV marketing campaign ever. 

The news comes just weeks after People’s Postcode Lottery revealed its players had raised more than £500 million for over 7,500 charities and good causes in Britain and beyond. It used a sixty second ad shown during the X Factor final, featuring George Clooney and Olivia Colman, to make the announcement.

The fully-integrated Emmerdale sponsorship deal will run for three years and was identified and implemented by Carat Manchester with support from fellow Dentsu Aegis Network agency, The Story Lab. It covers broadcast, video on-demand, digital and social platforms, along with bespoke licensing activity for the programme which attracts more than six million viewers.

People’s Postcode Lottery Managing Director, Lorna Menzies, said: “People’s Postcode Lottery was created solely with the intention of raising funds for good causes and has a very simple concept at its heart – neighbours winning together. That’s why Emmerdale’s strong community focus makes it a great fit for us.”

Julie Paterson, Head of Marketing at People’s Postcode Lottery added: “We believe that by reaching Emmerdale’s large and loyal audience, we can attract new players and increase the amount of funds raised for charity. This partnership will help to highlight the vital work of the huge range of good causes which our players support. It really is a win win situation.”

ITV Commercial’s Deputy Managing Director, Simon Daglish, said: “The vision, creativity and brand values of People’s Postcode Lottery makes it the perfect long-term partner for Emmerdale, which undoubtedly remains one of the jewels in ITV’s drama crown. We’re delighted to have the opportunity to work alongside the Postcode Lottery team over the

next three years.” 

Peter Metcalfe, Managing Director, Carat Manchester said: “Our work with People’s Postcode Lottery has always been a great source of pride for the agency. This sponsorship deal represents a real statement of intent, made possible through true collaboration between People’s Postcode Lottery, ITV, Carat and our wider network. By working together in this way, we can help the Postcode Lottery team raise even more funds for charities and good causes by attracting new players.”

Since coming to our screens in 1972, Emmerdale has been watched by millions across the country, becoming a national institution and one of ITVs flagship shows. Showing in prime time, Emmerdale is an appointment to view for millions of fans every weeknight all year round.


For further information contact:

Justin Jeffreys

Head of Press, Commercial and Online

T: 020 7157 3056



Notes to Editors:

About Carat

Carat is a global, award-winning agency – focused on building our client’s brands and driving measurable business performance for some of the world’s largest brands. The Carat team works across a network of 10,000 employees across 150 countries.

Consistently recognised as #1 in RECMA’s Global Qualitative Evaluation ranking, the last 12 months has also seen Carat UK win three Cannes Lions and four IPA Effectiveness Awards, proof we are truly innovating the way brands are built.

Carat is part of the Dentsu Aegis Network, a wholly owned subsidiary of Japanese powerhouse, Dentsu Inc.

For more information, visit or follow @caratmanchester.

About People’s Postcode Lottery

People’s Postcode Lottery manages multiple society lotteries promoted by different charities and good causes. People play with their chosen postcodes for a chance to win cash prizes. A minimum of 32% from each subscription goes directly to charities and good causes across Great Britain and internationally -- players have raised over £500 million so far. For details of the charities and good causes which are promoting and benefitting from the lottery draws, please visit

It costs £10 a month to play and winning postcodes are announced every day. The maximum amount a single ticket can win is 10% of the draw proceeds. For details, please visit

New players can sign up to pay using direct debit by calling 0808 10 9 8 7 6 5. New players who sign up online at can pay using direct debit, debit card or PayPal.

Postcode Lottery Limited is regulated by the Gambling Commission under licence numbers: 000-000829-N-102511 and 000-000829-R-102513. Registered office: 2nd Floor 31 Chertsey Street, Guildford, Surrey. GU1 4HD

Follow us @PostcodePress