Fast fashion chains Missguided and Boohoo are among the brands that held sponsorship deals with the show.British broadcaster ITV announced this week that it has postponed the filming of reality-dating series "Love Island" due to the coronavirus pandemic, potentially causing distress to sponsors reliant on the show.
"Many retailers targeting 16-24s will have been banking on their "Love Island" partnerships drawing in new customers this summer and will be left wondering how they can replicate the huge awareness boost that the program brings," Sofie Willmott, lead analyst at GlobalData, told Business Insider.Boohoo
Willmott said that the partner retailers were "wise to get involved...given that almost half of 16-24 year olds watched an episode of Love Island in 2019 and of those who watched, 45.3% bought a product after seeing it on an advert by one of the brands sponsoring the show."