eBay becomes Love island lead sponsor for summer show

By

Nigel TAYLOR

Published
May 18, 2023

eBay will become the new headline sponsor of Love Island when the popular TV series returns this summer, following the success of its previous association.

The online retail giant said its sponsorship will “provide eBay with an opportunity to broaden its reach and appeal among the show’s primary audience of 18-34 year olds,” showcasing its offer of pre-loved fashion and “driving conversation around fashion circularity”.

Last summer, the online marketplace became Love Island’s first ever pre-owned fashion partner, and it saw over 1,400% more searches for ‘pre-loved fashion’ on the site during series nine, compared to series eight. There is also a 24% increase in new circular businesses joining the online marketplace so far in 2023.

New research from eBay UK has also noted that one pre-loved item has been sold on the platform every second over the last year, with pre-loved fashion listings up by almost 20% year-on-year since the Love Island partnership launched – “demonstrating the impact the partnership continues to have on consumer shopping behaviours”.

Now in its 10th season, the TV show will air on ITV2, with the partnership geared to further encourage viewers "to think pre-loved first”.

Once again, former InStyle and Cosmo writer Amy Bannerman, who now takes an in-house role as eBay’s pre-loved style director, will be sourcing fashion from eBay to style series 10’s Islanders.

Alongside these clothes, a selection of secondhand, authenticated sneakers and garments from eBay’s Imperfects range will also be heading to the villa wardrobe.

Eve Williams, GM of eBay UK, said: “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. 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.”

Simon Daglish, deputy managing director commercial at ITV, 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.”

eBay will be running a series of idents during the ad breaks throughout Love Island, including catch-up shows Unseen Bits and Aftersun.