Freemans to sponsor ITV’s Loose Women

Freemans, the digital department store, announced today (26 April 2022) a major two-year, six figure, cross-platform partnership with ITV’s Loose Women launching on air from Monday 2 May 2022.

The exclusive new sponsorship represents a first for the brand and will deliver idents at the start, during, and at the end of each episode of the award-winning weekday lunchtime show, as well as sponsorship bumpers across ITV Hub and Loose Women digital sites, in addition to ‘proud to sponsor’ messages on Freemans’ owned channels. Idents around the show will be voiced by show panellist Nadia Sawalha.

Commenting Richard Cristofoli, chief customer officer, Freemans said:  “Loose Women is a show that goes all out to celebrate women in an honest, authentic, accessible, empowering, relatable and diverse way – values that align perfectly with Freemans and the journey we are on to be the digital department store of choice.”

“The sponsorship is an indication of a more holistic approach to communicating what the Freemans brand represents today and will compliment other through the line activity including, paid social, elevated ad campaigns, digital and PR across the coming season. We’re incredibly excited and proud to be working with the team at Loose Women and ITV.”

“Loose Women is a cornerstone of our daytime programming and has a rich history of celebrating and empowering real women and discussing the biggest issues of the day. We are so thrilled that Freemans have chosen to partner with the show as their first TV sponsorship and as they embrace the next phase of their brand and growth journey.” added Jason Spencer Business Development Director ITV.

The sponsorship announcement follows a complete re-imagining of the Freemans brand over the last 18 months that has reached every customer touch point including the online experience, delivery promise and the retailer’s product offer that has seen Freemans introduce a whole host of exclusive names in fashion and home including Julien Macdonald, Henry Holland, Abigail Ahern and Siobhan Murphy.

Heidi Kenyon-Smith, Client MD, iProspect said: “This exciting new partnership, delivered through our team in Manchester, enables Freemans to positively benefit from association with ITV’s much-loved Loose Women year-round, reaching a significant key audience. It marks an important next step in their brand reinvention, will help drive brand reappraisal and is a great example of how iProspect collaborates with dentsu colleagues at The Story Lab to create effective solutions for our clients.”

Freemans is headquartered in Bradford and the new partnership is the result of collaboration from teams in Manchester at dentsu UK&I’s iProspect and The Story Lab, dentsu’s partnership content arm, working together with ITV Media. Freemans is working with production partner The Production Factory to deliver their creative content.