Just Eat has signed a two-year deal to become the new headline sponsor of ITV2’s Love Island.
The astronomical success of the dating contest has seen it become one of television’s most lucrative sponsorship opportunities.
Brands have been desperate to join in thanks to its huge share of the key 16-34 youth demographic.
UberEats sponsored the fifth series earlier this year, which reached new highs of 6million viewers.
The company reportedly shelled out £5million for the opportunity, more than double the amount paid by its predecessor Superdrug.
However, after just one run, Uber’s food delivery service has been edged out by one of its arch rivals.
Today, Just Eat announced that it has signed a two-year deal with ITV to become Love Island’s headline sponsor.
With the show moving to two series per year in 2020, the partnership will begin with the first ever Winter edition, which launches in January.
The firm’s adverts, featuring the slogan ‘Did somebody say Just Eat?’, will air around ad breaks in all episodes, including spin-offs Unseen Bits and Aftersun.
Matt Bushby, Just Eat’s UK marketing director, said: “Love Island is our most significant commitment to TV sponsorship to date.
“With the show on air every night during the week, we’ll be able to amplify the message that you don’t have to wait till Friday or Saturday night to order your typical takeaway treat.”
Simon Daglish, ITV’s deputy managing director of commercial, added: “It was important for us to find a headline sponsor for Love Island that appeals to the show’s core audience and Just Eat is the perfect match.
“It’s exciting to have a partner on board that sees the vast creative potential in the show and the opportunity to be part of the inevitable water-cooler moments that it will generate.
“We’re really excited about what we’re going to achieve together.”
Just Eat has an existing relationship with ITV through talent contest The X Factor, which it has sponsored since 2017.
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