ITV’s £73m Loot Island
Show rakes in a fortune as firms flock to be sponsors
IT’S been the TV phenomenon of the summer offering singletons a chance to find love – as well as, perhaps, a hefty pay cheque.
But it is not only the stars of Love Island who can expect to cash in on this series – with ITV netting as much as £73.5million in lucrative sponsorship deals.
The broadcaster signed up nine official partners – including Boots and Tinder – for the reality show’s latest series, which ends on Monday.
Five of the deals dictate products that must be visibly placed or used in the Majorcan villa, according to media and marketing firm North. Meanwhile four allow firms to use
‘Just Eat bagged most lucrative deal’
the show for their branding and ad campaigns. Just Eat, the show’s main sponsor, is thought to have bagged the most lucrative deal – worth £50million.
The takeaway service, which is allowed to show adverts at the start and end of each commercial break, also backs the official Love Island podcast.
JD Sports, which has provided the villa with a gym and workout gear, is estimated to have spent £2.4million on the partnership – as well as £5million on the podcast.
And online fashion brand I Saw It First – which has kitted out the islanders in bikinis and swimming trunks – is thought to have secured a deal worth £2.4million.
Boots and Cloud Nine, which have provided the contestants with hair and beauty products, are thought to be paying between £1million and £2million for the endorsements.
Outside the villa, Wrigley’s Extra gum has spent around £3.6million for six TV adverts and new packaging encouraging customers to ‘Find Your Other Half’. WKD has also paid between £2.5million and £3million to be the show’s official alcohol partner, creating exclusive onpack branding and a new TV advert.
Meanwhile Spotify is thought to have paid around £1.6million to host the official Love Island playlist.
It means fans can use the music streaming service to instantly play or download any songs they have heard on the show.
And Tinder has become Love Island’s first ever dating partner this year – in a deal worth around £1.5million. It means the dating app has created new digital features – including opportunities to match with former islanders – and also allowed users to apply for the series.