Matalan Announces Sponsorship Deal with ITV’s This Morning Fashion

Matalan, the leading fashion and homeware omnichannel value retailer, is the new sponsor of This Morning Fashion on ITV. The move is the brand’s latest move to invest in brand-building media following the launch of its new brand platform, ‘We get it, we’ve got you’, in March 2024. The deal, which takes effect from 2 July until the end of November 2024, was brokered by Havas Media UK, Havas Play and the commercial team at ITV. 

Airtime will run before This Morning Fashion segments twice weekly. This Morning continues to reach over 4 million viewers a week and remains one of the most streamed programmes on ITVX in 2024. Idents have been created by McCann Manchester, building on the recently launched brand proposition ‘We get it, we’ve got you’. Social and licencing based content will be produced in-house. The partnership spans licencing and social media and allows Matalan to use the This Morning Fashion logo across Matalan communications.

Ali Jones, chief customer & omni-channel officer, Matalan said, “Our customers are at the heart of everything we do and serving them is our number one priority. Working with Havas Media Manchester we have identified exceptionally strong synergy between our customer base and the viewership of This Morning. This Morning is a brand that has become known for always being there for families across the nation. This partnership is yet another way for us to show our customers: we get it, we’ve got you.”

Earlier this year, Matalan launched its new brand platform alongside an expansive media campaign and an extensive partnership with Global. Meanwhile, Matalan has been experimenting with AI including becoming the first UK advertiser to harness a specific third-party AI solution to enhance Google Shopping with Havas Media’s proprietary AI tool, 'Havas Performance Feed Optimiser’.

Lucy Barnes, joint-general manager, Havas Media Manchester, said, “We’re on a meaningful journey with Matalan, bringing them back to brand building media and with media first innovations to boot. This partnership is both smart and relevant in how it’ll reach a key target audience, leveraging the power of impactful brand building media. It’ll give Matalan an edge by making the brand mean more to its customers.”  

Imogen Tazzyman, ECD, McCann Manchester, said, “Sponsoring This Morning Fashion is a bit of a bucket list moment for us. Our brand platform is all about embracing family life in all its glory, and making people look good while we’re at it - it couldn’t be a better fit.”