to be Exclusive Sponsor of New ITV Celebrity Show All Star Poker Challenge

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Sportech is pleased to announce that its subsidiary,, is the exclusive sponsor of the new ITV Celebrity show, All Star Poker Challenge.

Sportech is pleased to announce that its subsidiary,, is the exclusive sponsor of the new ITV Celebrity show, All Star Poker Challenge.

The sponsorship extends to the show's related website

The promotion includes programme idents at the start and end of each programme slot and exclusive links to the show's internet site. will be promoted both on screen and through voice-overs at the end of each programme.

Additionally there will be betting and gaming content from a second Sportech brand, Littlewoods Game On. This can be found behind the interactive red button and is available to ITV viewers before, during and after the broadcast of the show.

The All Star Poker Challenge series is a televised poker tournament that is played through five qualifying rounds and a final on Sunday 31 July 2005. Starting this week, the show will be aired tonight commencing at 11.30 pm through to Sunday for an hour every night.

Sportech believes that this is a significant marketing opportunity for and one which strengthens the existing relationship between Sportech and ITV.

Roger Withers, acting managing director of Sportech, said: "The exciting development will promote to a wider audience. It also provides a practical demonstration of the strong relationship between ITV and Sportech and is a further step in providing integrated betting and gaming opportunities with ITV programming."


Sportech PLC

Roger Withers, Acting Managing Director                    

0151 288 3244

Peter Cuffe, Director of Interactive Media

Bell Pottinger Corporate & Financial

David Rydell / Emma Charlton                                

020 7861 3232

About Sportech PLC

Sportech PLC provides a variety of betting and gaming opportunities to over 1.7m customers through its betting and gaming brand, Littlewoods Gaming.

Drawing on over 80 years of experience, Littlewoods Gaming has developed a wide-ranging product portfolio, which includes football pools and football games, sports betting and on-line casino, poker and entertainment games. The company has an exclusive agreement with ITV to provide interactive digital content for ITVi.

Sportech is continually developing access to its gaming products through a network of channels including interactive television, the internet, mobile phones, telephone, post and a UK network of collectors who visit customers in their homes.

Sportech PLC is listed on the London Stock Exchange. For more information, visit

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