FoxyBingo not renewing Katie Price

Foxy Bingo said that it had decided not to renew its endorsement deal with glamour model Katie Price, aka Jordan, citing a change in marketing strategy. A spokesperson for the gaming company called Price the “perfect professional” throughout the term of her contract, but added that Foxy Bingo had decided to move away from celebrity endorsements. 

“The idea was to bring a bit of extra life to the online bingo space and shake it up with a fresh exciting personality,” Simon Collins, commercial director at Foxy’s parent company Cashcade said. “Katie was brilliant in that role, garnering plenty of press coverage.”

He continued: “She [Katie] proved a fantastic building block for Foxy, helping shift perceptions of the brand and the image of bingo into the mainstream, creating a more youthful image.”

The firm said that it would now continue with its Foxy character in its promotional material.