match.com partners with ITV for dating show Girlfri3nds

Dating site match.com has been announced as the partner for new ITV2 show Girlfri3nds, which follows three women as they search for love.

Beginning tomorrow, the deal includes broadcast and online sponsorship of the show by match.com, as well as digital and social media activity.

Katie Sheppard, director of relationships and marketing at match UK and Ireland, said: “Our sponsorship of Girlfri3nds is a great way of bringing a new and exciting dating show format to life. For the first time ever match.com is giving viewers the chance to interact with the stars of reality TV from their sofas on our site. By showing the realities of dating, the show gives valuable insight into the hopes and aspirations of single people looking for a relationship across the UK.”

Hosted by Emma Willis, the show will begin with an audition with a hundred men from all over the country ‘pitching’ themselves to the three women.

James Penfold, head of partnerships at ITV Commercial, said: “We know that our viewers want to engage and interact with our content in new and exciting ways and this innovative partnership with match.com allows them to do just that. We’re very excited about Girfri3nds and about the wider activity planned with match.com who are a perfect brand partner for the show.”

During each episode match.com’s resident relationship expert, Kate Taylor, will also be tweeting dating advice.