to sponsor Britain's Got Talent

Online electrical retailer, has signed an estimated £6m deal to sponsor ITV's Britain's Got Talent.

Britain's Got Talent: judges include David Walliams, left, and Amanda Holden
Britain's Got Talent: judges include David Walliams, left, and Amanda Holden

The exclusive deal for the show's 11th season includes on-air and mobile companion app sponsorship plus multi-platform activation over the show's audition stages, and live shows including multiple digital assets.

The licensing package will see brand new creative, "The green room", created by production company The Mob, and directed by award-winning director, Sarah O'Gorman.’s media agency, MediaCom North, struck the deal with ITV, FremantleMedia UK and Syco Entertainment.

The brand will be using the sponsorship to tie in with its brand promise of delivering "unexpected moments to its customers through its exceptional service". 

Last year's series was sponsored by National Lottery operator Camelot for an estimated £6m. Its launch episode in 2016 drew 8.8m viewers for ITV

The prior three years were sponsored by Morrisons. 

Since Britain’s Got Talent debuted in 2007, its biggest series launch ratings came in 2014, when 11.1 million viewers tuned in.

The new series of the show will air on ITV this Spring. 

Jon Roberts, founder of, said that he hoped the alignment with Britain's Got Talent would be the "perfect springboard" for the AO brand. 

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content