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ITV’s Love Island strikes Reddit sponsorship deal


By Hannah Bowler | Journalist

May 16, 2022 | 3 min read

ITV’s Love Island team is to interact with its Reddit fan community page in a unique sponsorship deal with ITV.

For the upcoming eighth series of the hit dating show, Reddit and ITV have capitalized on the 74,000-strong Love Island community by making Reddit an official fan partner.

ITV strikes Reddit Love Island deal

The u/LoveIsland Reddit profile will run behind-the-scenes clips and exclusive content

The u/LoveIsland Reddit profile will run behind-the-scenes clips and exclusive content, and host a platform for fans to chat about the show.

Run by ITV’s Love Island team, fans can put ‘Ask Me Anything’ questions to producers and crew; families of the contestants will be featured in Upvote/Downvote, a quickfire video series answering questions from the community; and throughout the show, fans will get the chance to ask new ‘bombshell’ contestants questions as they wait to enter the villa.

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Reddit users will also get the opportunity to contribute to Love Island’s daily podcast The Morning After and weekly show Love Island: Aftersun.

“Over the last year, we’ve seen the appetite for Love Island grow on Reddit,” said Reddit’s UK market director Laurelle Potter. Potter referenced a 140% increase in engagement and over 52% subscriber growth in the r/LoveIslandTV community.

ITV’s digital and creative partnerships director Bhavit Chandrani called the partnership a “natural fit.” “Reddit has become a big part of the viewing experience where we see a lot of viewers discuss their favorite shows,” Chandrani said.

In 2021 ITV racked up £73m for Love Island mostly down to its lucrative sponsorships. ITV hasn’t confirmed the show’s launch date, but it’s expected to return on June 6.

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