UberEats has signed a record-breaking £5million deal to become the new sponsor of Love Island 2019, replacing Superdrug.
Superdrug had been the headline sponsor for the last three series of the ITV2 dating contest.
The company’s “fun in the sun” tagline was a hit, getting viewers talking about their adverts on social media.
However, Superdrug has now parted ways with the show – and although there’s still five months before it returns to our screens, ITV has wasted no time in finding a replacement.
Reports indicate that UberEats – Uber’s food delivery service – has signed a £5million deal to support Love Island’s upcoming fifth series.
The agreement has broken the record for the most expensive programme sponsorship deal on a digital channel.
This development is hardly surprising given that last year’s run was a smash hit, becoming the highest-rating digital programme of all time.
Series four had a consolidated average of just under 4million viewers, with the most-watched episode coming in at 4.4million viewers.
According to The Guardian, the astronomical success meant ITV was able to start bidding for the sponsorship at £3.5million.
Nine brands tabled offers, pushing the eventual price up to £5million – over double the £2.25million value of Superdrug’s last deal.
The health and beauty retailer apparently pulled out after deciding the asking price was too high.
Both ITV and UberEats have declined to comment on their arrangement.
Sponsorship is only one part of the story, with product placement deals set to bring ITV a further windfall.
Last year Love Island had a whopping ten commercial partners, with contestants using Samsung phones, Rimmel make-up and Missguided clothing.
Meanwhile, viewers were able to buy official merchandise and Primark and themed Echo Falls wine.
Love Island 2019 is due to begin on ITV2 in early June.
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