Simon Cowell has failed to secure a lucrative sponsorship deal with national Lottery operator Camelot for new ITV1 gameshow Red Or Black.
The co-produced Syco and ITV Studios series, to be presented by Ant & Dec, has been chasing a deal with Camelot over sponsorship but talks have now broken down.
“We’re regularly approached by and undertake discussions with third parties about possible concepts and ideas for future National Lottery games,” Camelot said in a statement to The Guardian.
“These form part of our ongoing strategy to make the National Lottery even more exciting for players, ensuring we continue to grow sales and build on the £25 billion that our players have already raised for good causes.
“We were approached by Syco and worked with them and ITV on the Red or Black concept. However, after discussions, we didn’t reach an agreement on the venture.”
Syco and ITV Studios are still negotiating their co-production agreement.
“As with all of our programmes we will be seeking to deliver maximum value from the brand in collaboration with our production partners,” said a spokeswoman for ITV.
“We have a very strong commercial and creative relationship with Syco and we’re in the process of conducting standard commercial discussions with them on Red or Black.”
A Syco spokeswoman added: “Syco are having the usual commercial discussions with ITV Studios, which of course involve looking at the complementary skill sets that both companies bring to the table.”
Source: Digital Spy