eBay is ramping up its partnership with ITV’s Love Island by taking up sponsorship of Love Island All Stars.
To mark the sponsorship, contestants will be dressed in pre-loved outfits to encourage circular shopping habits.
The campaign will see the brand run a series of idents during ad breaks throughout Love Island witch catch-up shows like ‘Unseen Bits’.
Love Island creative director at Lifted Entertainment Mike Spencer said: “We are thrilled that eBay will be the headline sponsor of our first ever Love Island All Star series.”
“As the 36 partnership continues to move from strength to strength, we are excited to see pre-loved embedded with Love Island All Stars across sponsorship idents, social and digital activations and of course, on our screens in-show”.
eBay head of fashion Jemma Tadd added that the brand’s two-year partnership with the UK’s reality dating show has “successfully ignited a pre-loved boom”.
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Following the last season of the show, searches for ’love island pre-loved’ witnessed a rise of over 2230% over a one-month period from May to June 2023.
Searches for ‘pre-loved fashion’ also surged by more than 335% during the same period.
Love Island creative director Mike Spencer said the production is “continuing to work up new ways of showcasing pre-loved items in the show, as well as representing a conscious fashion cycle.”
The reality show’s move towards sustainable fashion follows 2021 season 7 contestant Brett Staniland refusing to wear fast fashion on the show.
The show was previously sponsored by fashion brands such as Missguided and I Saw It First.
