Leeds-HQ’d DUSK.COM, the UK’s fastest-growing online-only homeware retailer, has announced its first-ever headline sponsorship of ITV’s Celebrity Big Brother 2025.
The new partnership will see DUSK.COM featured across a series of idents airing during the show on ITV1 and ITVX, bringing the brand to the forefront of one of the nation’s most-watched reality TV events. Launching alongside the premiere of the highly anticipated 25th series on 7 April 2025 at 9pm, the sponsorship will run for the duration of the season. The collaboration offers a unique opportunity to showcase DUSK.COM’s affordable luxury homeware to a highly engaged TV audience, seamlessly integrating the brand into a programme known for its drama, entertainment, and memorable moments.
Sian Guest, Head of Brand at DUSK.COM, said: “The Celebrity Big Brother house is one of the most iconic and dynamic spaces on television, a place where unforgettable moments unfold year after year. As our first-ever sponsorship, this is an incredibly exciting milestone for DUSK.COM. We take pride in making luxury homeware more affordable, and this partnership gives us the perfect opportunity to introduce our brand to a wider audience in a bold, playful, and engaging way – while celebrating the joy of entertainment.”
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As part of the sponsorship, DUSK.COM is putting a playful, branded spin to the legendary diary room with a series of idents creatively developed by London-based agency Electric Robin. The DUSK Diary Room Confession Session reimagines diary room moments, as ‘housemates’ dramatically spill their secrets using witty puns and over-the-top confessions, all with a signature DUSK spin.
Jason Spencer, business development director, ITV, added: “We are thrilled that Dusk.com has chosen Celebrity Big Brother for its first-ever TV sponsorship. This is a fantastic moment to bring our worlds together and showcase their full homeware offering alongside one of the most famous TV houses in Britain.”
The sponsorship marks a major milestone for DUSK.COM, reinforcing its position as a leading name in luxury homeware while reaching a broad and engaged television audience. Viewers can expect to see DUSK.COM’s signature aesthetic seamlessly woven into the Celebrity Big Brother diary room during the idents, inspiring audiences to bring a touch of VIP-worthy style into their own homes.
As the brand ponders: “Because in the world of Celebrity Big Brother, everyone’s watching – so why not have stylish home furnishings that steal the spotlight?”
