Popular TV Programme I’m A Celebrity… Get Me Out Of Here! Forms Partnership With Betting Site William Hill


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Carl Hughes Betting Expert

Updated:April 27, 2023

Betting in the UK has diversified to such an extent that the customers of some bookmakers and betting providers can choose to place a wager on markets such as the next Prime Minister, future Royal baby names, or the new holder of an important public post. In an interesting new development, favourite reality TV programmes in the UK have been steadily turning into new betting markets offered by many popular betting sites.  It is therefore no surprise that betting site William Hill and UK reality TV show I’m A Celebrity… Get Me Out Of Here! have just announced a new partnership.

This is not the only exciting development for fans of the show. It has been announced that this year’s location has moved from Australia all the way to South Africa, which is a first for the Programme. While popular hosting pair Ant McPartlin and Declan Donnelly will remain with the show, they will find themselves in a completely new environment, and with a slightly new format. While trials similar to the bush tucker challenges that took place in Australia will still be held for the entertainment of the viewers, the celebrities taking part in the show this year will have to win the challenges if they want to stay in the game. Instead of the popular public voting system, the eliminations this year will be based on who lost a trial.

Ant and Dec had something to say about the new format:

“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.”

The rumours and official confirmations about the participating celebrities have already started. Four popular public figures in the UK have already confirmed that they will be travelling to South Africa to take part in the show. These include singer-songwriter Shaun Ryder who was a runner-up in the tenth series of the programme, former boxer Amir Khan who finished 5th in the show in 2017, American model Janice Dickinson who finished second in 2007, and UK TV host Carol Vorderman who is a veteran from the show in 2016. It looks like this year’s cast might be a little less controversial than the 2022 edition of the show, which featured disgraced Tory MP and Minister Matt Hancock who was involved in a CoVID-19 scandal and was caught to have been breaking the rules that he imposed on the British public. Other UK celebrities in the 2022 series included singer Boy George, member of the Royal Family Mike Tindall, and English footballer Jill Scott who was the ultimate winner.

UK bettors, customers of betting site William Hill, and fans of the reality show will be excited to bet on their favourite celebrity, and the bookmaker has promised some exclusive content soon, including celebrity interviews. William Hill has experience with this sort of betting, having taken bets for popular reality TV programme Love Island and also for BBC Sports Personality of the Year. In fact, at the height of Love Island drama, William Hill released a betting guide for the show’s fans, explaining how the dynamics in the villa change the odds for the different couples. For example, Ron Hall and Lana Jenkins went down in odds to 4/1 after Hall confessed to playing a game. As a result the betting site offered tips on what to look out for in the behaviour of the contestants and how to bet accordingly.

In relation to I Am A Celebrity… Get Me Out Of Here, the popular UK betting site released the following short statement:

“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.”

UK betting and gaming experts believe that the partnership will be a success for both the reality show and the bookmaker, and fans will undoubtedly enjoy the exclusive content and promotional betting deals associated with it. While UK bettors are used to wagering on the outcome of events such as Eurovision, a market such as I Am A Celebrity provides a large variety of betting options and will surely make the show even more fun for viewers if they have a stake on the go. Other similar partnerships have already proved successful, with an example being Mecca Bingo’s deal with Loose Women, with the betting site releasing an exclusive Loose Women-themed bingo room which quickly became a popular choice for bettors and fans of the programme.

About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".