Eagle-eyed viewers spotted Emmerdale’s “fitting” new sponsor as the ITV soap prepares to mark its 50th anniversary.
The serial drama will mark its anniversary later this year and a new deal, which started today (July 18), has been signed with Confused.com.
The contract has sponsorship on all broadcast episodes, reports Daily Star, and this also includes the classic Emmerdale on ITV3.
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Fans were quick to share the change on social media stating it's “quite fitting”.
Taking to Twitter, one fan penned: "Confused.com the new sponsor for Emmerdale that’s quite fitting."
Another added: "I see confused.com is the new sponsor of Emmerdale at least we don't have to put up with any more of those awful Postcode Lottery skits."
A third person added: "Confused.Com sponsoring #Emmerdale is quite apt seeing as most of storylines can make you confused."
ITV bosses have confirmed the news about the new deal with Confused.Com last week.
John Whiston, Managing Director of Continuing Drama, said: "This couldn’t be a more fitting partnership.
"We’re delighted to welcome confused.com on board as a sponsor. Emmerdale is truly beloved and iconic, and as the soap enters its 50th year, what better time to hail a new commercial era."
While Samuel Day, CMO at Confused.com, added: "This opportunity to sponsor Emmerdale brings this to life as we watch the storylines and everyday confusions unfold in the Dales. Soap operas are the perfect entertainment or escapism for so many.
“So, to us, it felt like a natural opportunity to partner with a historic and much-loved show as it celebrates a key milestone – while we celebrate our 20th year."
In Monday's episode, Nicola was left devastated as she learned she could be responsible for an attack of another woman.
Last month, she was attacked by a group of teenage girls, who recorded the assault and posted it online.
Meanwhile, Dawn was visited by social services as she pleaded to be allowed to take care of Clemmie who has been put in foster care following the death of her mum Beth.
Beth, who was a friend from her past life as a sex worker, died from a drug overdose. After the funeral, Jade invited Dawn back to her flat where she found the little girl sleeping in a dog basket.
Emmerdale airs weeknights on ITV at 7.30pm
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