Emmerdale fans distracted as ITV soap makes fitting change on 50th anniversary

Eagle-eyed Emmerdale viewers have noticed that the ITV soap has a new sponsor.

A new deal has been signed as the serial drama prepares to mark its 50th anniversary later this year.

The contract with Confused.com started on Monday (July 18) with sponsorship on all broadcast episodes of the soap as well as Classic Emmerdale on ITV3.

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Fans rushed to their keyboards as they noticed the major change before the latest visit to the village.

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 posted: "Confused.Com sponsoring #Emmerdale is quite apt seeing as most of storylines can make you confused."

A fourth social media suer said: "What happened to #Emmerdale's sponsor?"

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 King (Nicola Wheeler) was left devastated as she learned she could be responsible for an attack of another woman.

Last month Nicola was attacked by a group of teenage girls, who recorded the assault and posted it online.

Even though the police removed the video, Nicola decided she would repost it online, asking members of the public if they could help identify the girl.

When people started to suggest a girl named Saskia Parks could be the attacker, Nicola went to PC Swirling with the information.

However, he warned her that posting that video online could be dangerous, warning that people could go after this girl.

The girl was attacked but police later informed Nicola it wasn't connected to her.

Emmerdale airs weeknights on ITV at 7.30pm

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