ITV series Britain’s Got Talent is to have a new sponsor for 2017.

“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.” – John Roberts, Founder

Online electricals retailer, announced earlier this week that it has signed a sponsorship deal with ITV, FremantleMedia UK and Syco Entertainment to sponsor the forthcoming 11th series of Saturday night search for a star series, 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. 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.

“We are thrilled to be working with as sponsor of Britain’s Got Talent. is a fast-growing, 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.” – Jason Spencer, Business Development Director at ITV

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