"Our customer loves This Morning because Holly and Phillip give lifestyle inspiration every day, doing it in a way that is incredibly engaging and accessible. We seek to do the same for our customers through our digital department stores – offering the world’s most aspirational brands with flexible ways to pay, making the aspirational more accessible. Our shared desire to bring value through inspiration is what makes this partnership such a good fit and we can’t wait to see how the audience responds."
Kenyatte Nelson , Brand and Creative Director at Shop Direct

Shop Direct is to become the new programme sponsor of This Morning, ITV’s long-running flagship daytime magazine show hosted by Phillip Schofield and Holly Willoughby. The sponsorship begins at the end of October and includes broadcast sponsorship, licensing and digital activity. Shop Direct will use the sponsorship to promote three of their brands; Very, Very Exclusive and Littlewoods. The partnership is a collaboration between ITV, Shop Direct, and branded content agency The Story Lab.

This Morning recently returned with Holly and Phillip for a brand new series bursting with live and exclusive celebrity chats, performances, entertainment news, TV reviews and behind-the-scenes reports. Informative breaking news stories and live topical discussion are integral to the fabric of the show as well as human-interest stories and lifestyle features plus advice from a family of experts including GPs, chefs, and fashion and fitness experts.

As part of the sponsorship, Littlewoods will also be the headline partner of This Morning Live, the ultimate shopping and lifestyle event, which returns to the NEC in Birmingham next year (17 – 20 May 2018) after it welcomed tens of thousands through the doors earlier this year.

“This Morning is one of ITV’s most iconic shows with a loyal and dedicated audience. We believe Shop Direct’s brands will be a perfect fit for This Morning viewers and we look forward to Very, Very Exclusive and Littlewoods sponsoring the programme.”
Steve Bignell , Sales Director, ITV