[Sawyer]

New Sponsor revealed. I've put the most interesting parts in bold.


ITV has signed up pre-loved clothing marketplace Vinted as the headline sponsor of its much-anticipated revival of reality TV originator Big Brother.

The sponsorship deal, which was developed by ITV, producer Initial and Mindshare, will bring the two brands together for the show's return later this year, playing on the notion of a "community that challenges the cultural norm".

ITV's surprise plan to bring Big Brother back to the UK's TV screens was announced last August, a move that was welcomed at the time by media buyers, who said, if successful, it could "breathe fresh life" into the once-pioneering reality TV format.

As headline sponsor, Vinted will have contextual ads around developments in the Big Brother house, product placement in the show itself, sponsorship of the Big Brother app, ITV2 and ITVX idents and social exposure. All assets and content will be produced in collaboration with Initial, part of Banjay UK, to ensure they are consistent with the tone and style of the show.

The Big Brother house is being rebuilt for the programme's return, when it will be broadcast on ITV2 and streamed via ITVX.

ITV said that the new-look show will feature a cast of "carefully selected housemates, from all walks of life", who will compete over the course of six weeks. The main show is being hosted by AJ Odudu and Will Best (pictured below), who will both host a nightly live follow-up programme, also sponsored by Vinted.

Bhavit Chandrani, ITV's director of digital and creative partnerships, said: "Big Brother is one of the biggest, best-loved and most iconic shows on TV and we knew we were offering advertisers an unparalleled opportunity to be part of the brand-new series.

"I'm thrilled that Vinted will be growing its exposure through our headline sponsorship and showcasing the power of pre-loved fashion to viewers."

Kęstutis Tyla, Vinted's senior director of offline marketing, said the deal would enable the brand to "amplify our message and empower even more people to embrace pre-loved fashion".

He added: "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. Together, we can collectively showcase the tremendous potential of pre-loved fashion and encourage a shift towards more circular behaviour."

In the UK, Big Brother first aired on Channel 4 and ran for a total of 11 series, plus seven series of Celebrity Big Brother and a final special edition Ultimate Big Brother. The flagship show subsequently aired for a further eight series on Channel 5, with an additional 15 Celebrity series, before going on hiatus in 2018.