Jewellery brand Abbott Lyon is sponsoring ITV2’s new reality series Olivia Attwood’s Bad Boyfriends. The link is an obvious one, given the series is being fronted by one of the luxury jewellery brand’s ambassadors Attwood.

Set across 12 episodes, the new series is running across ITV2 and ITVX, and sees badly behaved boyfriends receive a shock as their holiday is interrupted when their long-suffering girlfriends arrive on the Greek Island with Attwood in tow.

Abbott Lyon’s sponsorship “aligns perfectly with the brand’s ethos of empowering individuals to express their true selves” it said. 

And the sponsorship will include bespoke idents during the nightly episodes showcasing the brand’s latest pieces. 

Jezz Skelton, CEO and founder of Abbott Lyon, said: “The show’s fun, energetic and transformative spirit mirror our brand’s commitment to helping people feel confident and unique in their style. We believe this sponsorship will resonate strongly with our audience, and we can’t wait to see how the series unfolds.”

Sponsorship of reality shows has become a key part of the marketing drive for a variety of brands across fashion, beauty and many more categories in recent years.