ATE Online reports that Gala Bingo, a UK biggest bingo operator is considering dropping the celebrity wife and the star of The Osbournes and the X-Factor as their brand ambassador. Kate Howe, Gala marketing director, confirmed that Osbourne’s role is under review and no decision has been taken as yet to renew the contract beyond 2007.

Gala seems to doubt the whole idea of celebrity endorsement, and questions whether Mrs Osbourne was the right choice. "We have to be clear: is the idea of celebrity right? If so, is Sharon the right one? We wouldn't walk away from her lightly," Howe said and added that their marketing strategy needs to focus more on a younger audience.

The change in Gala’s strategy may be a result of quick growth of other UK bingo operators. Foxy Bingo, one of Gala’s main competitors in the online bingo market is successfully promoting its product with the endorsement from younger celebrities, such as Katie Price (aka. Jordan) and WAGs from the Better Half Boutique.

Foxy Bingo, operated by Cashcade Ltd, is also supporting charities (selected by Katie Price) that help disabled children, which is a subject close to all bingo players’ hearts, especially ones with young children. Foxy Bingo players raised over £8,500 in the Charity Bingo Room, where 50% of all purchased cards go to charities.