ITV and the production companies behind Britain's Got Talent have signed an estimated GBP6 million sponsorship deal with the National Lottery operator, Camelot, for the forthcoming tenth series. Vizeum and its sister content agency, The Story Lab, brokered the deal. It includes multiplatform activation and offer National Lottery players the chance to win VIP tickets to the talent show. The National Lottery will create ten "guaranteed" millionaires in a special draw to celebrate the tenth anniversary of the show.