Ego in sponshorship deal with Channel 4

By

Sandra Halliday

Published
Oct 18, 2021

Another Manchester-based online fashion retailer is aiming to make a big impact via a TV sponsorship deal, with Ego having signed to sponsor the Channel 4 dating series The Love Trap that’s set to launch this week.

Airing first on Wednesday, the reality show will run for eight episodes in its first season.

This is the fashion firm’s first such deal and Ego product will be showcased during the episodes. The company will post regular ‘Get the Look’ content on social media with products available through its own webstore and through ASOS.

Company boss Adeel Fiaz said: “We are really excited to partner with Channel 4 and sign our first sponsorship deal. The show aligns perfectly with our target audience and is just one of many exciting things we are rolling out this year.”

A spokesperson for Media Agency Group that brokered the deal added: “We are very excited to navigate Ego through this TV sponsorship, from the show concept and audience, through to the timing over the eight weeks of the golden retail period in Q4, it just feels like the perfect partnership. Such an exciting step after a record year of results for Ego.”

And there’s no denying that Ego has seen strong growth in recent periods, driven by the same strategy that has worked for a number of other fast-fashion e-tail brands. Adeel Fiaz has worked with influencers and marketed heavily through social media.

Fiaz said this has resulted in revenue more than doubling in the latest year and the business also expects to double its staff levels by year-end.

It’s an important time for the label to have inked the sponsorship deal just as the festive shopping season begins and only a few months after it pivoted from being footwear retailer into a clothing name.