ITV has announced that eBay will become the new headline sponsor of Love Island when the show returns this summer on ITV2 and ITVX.
The brand has been the pre-loved fashion partner for the show for the last two series but this summer the partnership will aim to broaden the appeal of pre-loved fashion and drive further conversations around fashion circularity.
Last year, eBay’s fashion collaboration with Love Island saw searches for ‘pre-loved fashion’ increase by 1400% compared to the previous year. New research from the second-hand marketplace has also found that one pre-loved item has been sold on the platform every second over the last year, with used clothes listings rising in popularity by almost 20% year-on-year since the Love Island partnership launched.
The pre-loved style director for eBay, Amy Bannerman, will once again source fashion to style series 10’s islanders, style fashion related campaigns and act as a fashion spokesperson for the brand.
As well as pre-loved clothes, a selection of pre-loved sneakers and garments from eBay’s ‘Imperfects’ range will also be included in the villa wardrobe.
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“After being the pre-loved fashion partner for Love Island for the last two series, becoming headline sponsor feels like a natural next step in helping us continue to encourage more conscious shopping behaviours across the UK,” eBay UK general manager Eve Williams said. “With Love Island on air every night, we hope the incredible eBay outfits in the shared wardrobe will inspire even more people to think pre-loved first.”
A series of idents will also run during the Love Island ad breaks, as well as catch-up shows ‘Unseen Bits’ and ‘Aftersun’.
ITV deputy managing director commercial Simon Daglish added: “It was important for us to find a headline sponsor for Love Island that appeals to the show’s core audience, and with eBay providing the clothes for the villa again this year after proving such a hit success, it really is a perfect match.”
