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Freemans becomes Loose Women Live’s first sponsor

Chloe Burney
31 August 2023

Freemans, the digital department store, is expanding on its existing relationship with Loose Women to become its first official sponsor for the show’s live tour.

Swapping the studio for the stage, Loose Women Live is heading to theatres from 1 September 2023. The new tour will carry ‘sponsored by Freemans’ across promotional materials including itv.com.

The sponsorship builds on Freeman's existing six-figure sponsorship with the show, which was launched on 2 May 2022. The two-year partnership sees exclusive cross-platform sponsorship that delivers idents at the start, during and end of each episode of the lunchtime show. The deal also sees ‘proud to sponsor’ messages on Freemans’ owned channels and sponsorship bumpers across the ITV Hub and Loose Women digital sites.

Sue Walton, Commercial and Development Executive at ITV, commented: "Loose Women’s partnership with Freemans has flourished and will be further brought to life as we take the show to audiences in this way, for the first time with the Loose Women live tour."

The London Underground posters, Loose Women newsletters, programme banners, national newspapers and social ads will also carry the Freemans sponsorship message.

Freemans will also be promoting the show across its own social media channels, offering customers the chance to win tickets to a show of their choice.

Richard Cristofoli, Chief Customer Officer at Freemans, said: "The Loose Women Tour, takes the Freemans name to theatres throughout the tour and builds on our existing relationship with ITV. The ethos of Loose Women, and now the tour, celebrates women in an honest, authentic, accessible, empowering, relatable, diverse and fun way – a perfect fit with Freemans."


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