AO.com has been announced as the new sponsor for Britain's Got Talent on ITV in 2017.
The online electrical retailer has signed a new deal with ITV and BGT makers FremantleMedia UK and Syco Entertainment.
The deal includes sponsorship on air and on the BGT mobile app, with AO.com saying it will "use the sponsorship to demonstrate how it brings unexpected moments to its customers through its exceptional service, similar to the feeling that the ITV show brings to its viewers."
John Roberts, AO.com Founder said: “We are really excited to be partnering with one of the biggest shows on ITV. This is a major investment in the AO brand to enable us to bring the AO Way to so many more UK customers.
"Our mission is to be the best European electrical retailer by being exceptional in the moments that matter for our customers as Britain’s Got Talent is for their viewers. The alignment with Britain’s Got Talent is the perfect springboard and we are excited to be working together with such a great team on the project.”
Andrew Kirkcaldy, AO.com Brand Director added: “From day one, the partnership between ourselves and Britain’s Got Talent has felt like the perfect fit. Britain’s Got Talent continuously gives its viewers the unexpected and AO.com aims to always go above and beyond with its extraordinary service.
"By joining forces, we are looking forward to creating some amazing and surprising moments together.”
Nigel Hall, Global Head of Television, Syco Entertainment said: "We are delighted at this new partnership with AO.com. This is a really exciting opportunity for us to work together to create a unique and innovative collaboration. We can’t wait for the new series of Britain’s Got Talent to begin!"
Jason Spencer, Business Development Director at ITV, commented: "We are thrilled to be working with AO.com as sponsor of Britain's Got Talent. AO.com is a fast-growing, ambitious company and we look forward to activating the many varied elements of this new partnership across all of ITV's and AO.com's platforms to turbo charge their business."
And Jayne Stephens, Head of Brand Partnerships at FremantleMedia said: “We’re delighted to be partnering with AO.com and look forward to working closely with them in bringing to life the AO Green Room creative and unexpected moments through all internal and consumer facing touchpoints of the campaign.”
Britain's Got Talent 2017 will see David Walliams, Amanda Holden, Alesha Dixon and show creator Simon Cowell returning for the 6th year in a row alongside Ant and Dec, with the show back on TV in the Spring.