Womenswear retailer Select has signed a deal to sponsor ITVBe’s reality show The Only Way is Essex throughout 2016.
Cafer Mahiroglu, Select owner
The business will support the programme for three series and will have sponsorship bumpers on TV, online and mobile platforms, product placement in the show and will be mentioned by the cast.
Cast members will also wear Select products and social viewers will be able to click-to-buy in real time.
Select owner Cafer Mahiroglu said: “It’s a major coup for a fashion brand to have secured the TOWIE sponsorship. The product placement element of the sponsorship package will put Select fashion right at the heart of the action. The programme is the most talked-about thing on TV among our target audience, and we will be working direct with the show’s editorial team at Lime Pictures and with ITV to create strong weekly conversations, driving sales to our stores and online shop.”
ITV’s business development director Jason Spencer, said: “Select is a great brand fit with the TOWIE programme and we look forward to working together to activate the many elements of this new partnership.”