Love Island: Which brands have been cracking on with ITV’s hit show?

1st August 2018

Love Island has just finished its fourth series and this year it’s been bigger, fiercer and more controversial than ever. Lunchtime conversations haven’t been the only thing consumed by Love Island gossip, with social media exploding into life—and brands clearly don’t want to miss out.

A whopping 3.6 million viewers tuned in to watch the finale—one million more than last year’s final episode, and ITV2s highest viewing figures ever. It’s no surprise, then, that companies have been keen to sponsor the show.

This year, ITV has worked directly with 10 brands—a significant increase on last year’s three sponsors. The primary sponsor, Superdrug, has stepped up its game since last year, with a range of products such as towels and those iconic water bottles we all wish (deep down) we had on our desks.

Islanders have been sporting some interesting outfits, thanks to Missguided exclusively kitting out contestants. Kenyatte Nelson, chief customer officer for the online retailer, has confirmed Missguided sees a 40 per cent increase in multichannel sales every night the show airs.

Not only can you look like the islanders, you can now drink like them, too—with Echo Falls the official wine. And Samsung is this year’s tech sponsor, supplying phones so Islanders can yell: “I’ve got a text!”

But it’s not all been sunshine and roses for producers, with plenty of controversy to make brands think twice. The mental wellbeing of past and present Islanders was brought into sharp focus when former contestant Sophie Gradon passed away in what was a suspected suicide—prompting debate about a lack of psychological aftercare.

And Adam Collard was accused of ‘gaslighting’ by Women’s Aid for his behaviour towards several women on this year’s show, while Ofcom received more than 4,000 complaints from viewers—many for perceived unnecessary emotional stress placed on contestants.

But, despite the criticism, there’s no denying that Love Island remains hugely popular. There’s little doubt that next year’s show will draw in just as many brands, and that we’ll all be glued to our screens for every recoupling.