Emmerdale's first sponsor (from 14 December 1999 to 20 February 2002) was Daz detergent,[17] followed by Heinz Tomato Ketchup and Heinz salad cream from May 2003 to May 2005, a deal that cost Heinz £10 million.[18] Reckitt Benckiser took over until 2009 in another £10 million deal, advertising Calgon, Air Wick, Veet, and Lemsip.[19] After reports of Littlewoods pulling out of a two-year deal, Tombola Bingo underwrote the show from November 2009 to March 2012,[20] followed by Bet365 Bingo until March 2014.[21] McCain Foods began a two-year £8 million sponsorship on 7 April 2014.[22] Then on 15 April 2020, the People's Postcode Lottery took over as sponsor of the programme.[23]