to sponsor Britain’s Got Talent on ITV

Posted 25 Apr 2017 has signed a sponsorship deal with ITV, FremantleMedia UK and Syco Entertainment to sponsor the forthcoming 11th series of Saturday night hit show, Britain’s Got Talent.

The exclusive deal is a first for and includes on-air and mobile companion app sponsorship plus multi-platform activation over the shows audition stages, live shows including multiple digital assets.

The comprehensive licensing package, will see a brand new creative, ‘The Green Room’. Delivered by commercial production company, The Mob and directed by BTAA winning comedy & performance director, Sarah O’Gorman, the creative will form’s new idents and will bring to life the surprising backstage moments that happen at the show. will be using the sponsorship to demonstrate how it brings unexpected moments to its customers through its exceptional service, similar to the feeling that the ITV show brings to its viewers.

The deal was struck by’s media agency, MediaCom North.

John Roberts, Founder commented:
“We are really excited to be partnering with one of the biggest shows on ITV. This is a major investment in the AO brand to enable us to bring the AO Way to so many more UK customers. Our mission is to be the best European electrical retailer by being exceptional in the moments that matter for our customers as Britain’s Got Talent is for their viewers. The alignment with Britain’s Got Talent is the perfect springboard and we are excited to be working together with such a great team on the project.”

Andrew Kirkcaldy, Brand Director stated:
“From day one, the partnership between ourselves and Britain’s Got Talent has felt like the perfect fit. Britain’s Got Talent continuously gives its viewers the unexpected and aims to always go above and beyond with its extraordinary service. By joining forces, we are looking forward to creating some amazing and surprising moments together.”

This year’s series will see judge favourites; David Walliams, Amanda Holden, Alesha Dixon and show creator Simon Cowell returning for the 6th year in a row. The presenters will once again be the inimitable pairing of Ant and Dec. The show will air on ITV this Spring.

Nigel Hall, Global Head of Television, Syco Entertainment said:
“We are delighted at this new partnership with This is a really exciting opportunity for us to work together to create a unique and innovative collaboration. We can’t wait for the new series of Britain’s Got Talent to begin!”

Jason Spencer, Business Development Director at ITV, said:
“We are thrilled to be working with as sponsor of Britain’s Got Talent. is a fastgrowing, ambitious company and we look forward to activating the many varied elements of this new partnership across all of ITV’s and’s platforms to turbo charge their business.”

Jayne Stephens, Head of Brand Partnerships at FremantleMedia said:
“We’re delighted to be partnering with and look forward to working closely with them in bringing to life the AO Green Room creative and unexpected moments through all internal and consumer facing touchpoints of the campaign.”

Paul Cooper, Managing Director of MediaCom North Group stated:
“As a growing, fast moving and entrepreneurial online business – is the type of brand we at MediaCom North do our best work for. We are proud to support them on their growth to becoming the best electrical retailer in Europe. The and Britain’s Got Talent partnership is a great example of how we work with our clients and media partners to place brands closer to the content that audiences love.”

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