Uber Eats is reportedly set to become lead sponsor of ITV 2's hit show Love Island.
Reports have suggestd that this record-breaking deal would be more than double the £2.25m spent by previous sponsor Superdrug, which has been attached to the show for its last three seasons.
With the partnership, Uber would put its food delivery service in front of an average audience of 3.6m viewers.
Uber and ITV declined to comment to The Drum at the time of writing.
The show has become a social media phenomenon, with its bespoke social show The First Look accumulating an average of 1.6m views across all platforms last season. ITV won the Best Use of Content on a Social Platform at last year’s The Drum Content Awards for its work as it began experimenting with the advertising opportunies to offer relevant brands.
However, Love Island has been mired in trouble. In particular, irking the Advertising Standards Agency (ASA) was breast enlargement ads that ran during its commercial breaks were “irresponsible and harmful”. ITV's digital chief Paul Mortimer brushed off criticism over the brand tie-up, saying "we’re a sexy channel and we hire sexy people."