Big Brother has named pre-loved fashion brand Vinted as the headline sponsor for the new upcoming series of the original reality television show.
The partnership will be supported by contextual ads, product placement, sponsorship of the Big Brother app, and social media assets.
Big Brother – which is set to make a return to UK television screens later this year, following its move to ITV2 and ITVX – will be hosted by AJ Odudu and Will Best, who will also host additional nightly live shows debating popular topics inside the house, sponsored by Vinted.
It is hoped this sponsorship will help bring to light the importance of the pre-loved fashion industry and create a better understanding of how we consume fashion, through the power of storytelling, advertising and product placement within the Big Brother House itself.
All assets and content will be produced alongside Big Brother programme makers Initial, part of Banijay UK, to ensure authentic integration with the programme brand.
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“By teaming up with Big Brother, a show that in its founding, broke convention and celebrated social and cultural progress, we want to instigate conversations about breaking the norm when it comes to shopping and consumption,” said Vinted senior director of offline marketing, Kęstutis Tyla.
He highlighted the power of bringing the two brands together, both built around the concept of challenging the cultural norm, adding that: “Together, we can collectively showcase the tremendous potential of pre-loved fashion and encourage a shift towards more circular behaviours.”
Mindshare head of partnerships, Ross Minton, commented: “This partnership reinforces our commitment to Good Growth and perfectly aligns with Vinted’s mission.”
He added: “We are genuinely excited at the prospect of ITV rebooting Big Brother, one of the most iconic shows ever, and we will use this platform to integrate Vinted’s responsible message to the nation.”
The move comes after ITV’s Love Island recently announced the return of pre-loved site, eBay, as the headline sponsor for this year’s current season.
