ITV rakes in £73million from lucrative Love Island sponsorship deals
Loot Island: ITV rakes in £73million from lucrative Love Island sponsorship deals including a £50million partnership with Just Eat and contracts with alcohol brand WKD and dating app Tinder
- ITV signed up nine official partnerships to hit dating show, which ends Monday
- Five of the deals say products must be visibly placed or used in Majorcan villa
- Contestants could now make more than £1,700 from just one Instagram post
- Latest Love Island news and updates from the Series 7 contestants right here
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 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.
Five of the deals dictate products that must be visibly placed or used in the Majorcan villa, according to media and marketing firm North (Pictured: Contestant Millie Court)
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 on-pack 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.
And its big bucks for the stars, too.
The show’s fan favourites can expect to rake in thousands when they leave the show – due to their social media followings.
Millie Court, 24, boasts 824,000 followers on Instagram so could earn at least £1,788.49 from one sponsored post, according to loan agency LoanPig.
Her partner, Liam Reardon, 22, has half that following so can expect to earn around £857.88 per photo.
Liberty Poole, 21, could earn around £1,570.88 while Jake Cornish, 24, could earn at least £695.76.
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