ITV and Initial today announce that Vinted, the online C2C marketplace for buying and selling second-hand clothes and lifestyle items, will be the headline sponsor of the brand-new series of Big Brother, when the global television phenomenon makes its much anticipated return to UK television and moves onto ITV2 and ITVX later this year.

Bringing together two brands built around the concept of a community that challenges the cultural norm, the sponsorship was developed and negotiated between ITV, producer Banijay / Initial, Vinted and media agency Mindshare. It will be a full 360-degree partnership - including contextual ads, product placement, sponsorship of the Big Brother app, and social as well as sponsorship idents around the programme itself.  All assets and content will be produced alongside Big Brother programme makers Initial, part of Banijay UK to ensure authentic integration with the programme brand. 

Big Brother is one of the biggest, best-loved and most iconic shows on TV and we knew we were offering advertisers an unparalleled opportunity to be part of the brand-new series. I’m thrilled that Vinted will be growing their exposure through our headline sponsorship and showcasing the power of pre-loved fashion to viewers. Bhavit Chandrani, Director Digital & Creative Partnerships


The partnership will help to revolutionise the pre-loved fashion industry, by generating awareness and understanding on how we consume fashion, through the power of storytelling, advertising, and product placement within the Big Brother house itself. In turn, this cultural moment in British TV will inspire audiences and make second-hand the first choice worldwide.


Our mission has always been to make second-hand the first choice, and this collaboration allows us to amplify our message and empower even more people to embrace pre-loved fashion. By teaming up with Big Brother, a show that in its founding, broke convention and celebrated social and cultural progress, we want to instigate conversations about breaking the norm when it comes to shopping and consumption. Together, we can collectively showcase the tremendous potential of pre-loved fashion and encourage a shift towards more circular behaviours. Kęstutis Tyla, Senior Director of Offline Marketing, Vinted

The original reality TV format will see a new cast of carefully selected housemates, from all walks of life take up residence in the world’s most famous reality TV home for up to six weeks. With cameras capturing their every move, and the nation following every twist and turn. 

AJ Odudu and Will Best will share the iconic hosting role on the main show, presiding over the weekly evictions and quizzing housemates on all of the goings on in the world’s most famous house. The duo will also host an additional nightly live show debating all the hot topics inside the house, sponsored by Vinted.

Everyone here at Banijay / Initial are thrilled to have secured a sponsor that aligns with the values and ambition of the show. The collaboration between Big Brother’s senior editorial team together with ITV, Mindshare and Vinted has and will continue to be integral to maintaining the authenticity of the campaign and integrity of both brands. We expect to deliver a truly impactful campaign. Chris Holdom, Head of Commercial Partnerships at Banijay UK
This partnership reinforces our commitment to Good Growth and perfectly aligns with Vinted’s mission. We are genuinely excited at the prospect of ITV rebooting Big Brother, one of the most iconic shows ever, and we will use this platform to integrate Vinted’s responsible message to the nation. Ross Minton, Head of Partnerships, Mindshare

Keep up to date

Keeping up to date with the latest insights and inspiration from ITV Commercial is easy

Stay in the loop