Bolton-based AO.com has signed a deal with ITV, FremantleMedia UK and Syco Entertainment to sponsor the forthcoming 11th series of Britain’s Got Talent.

The exclusive deal is a first for the online electrical retailer and includes on-air and mobile companion app sponsorship plus multi-platform activation over the shows audition stages, live shows including multiple digital assets.

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The deal was brokered by MediaCom North.  The licensing package will see a new creative, ‘The AO.com Green Room’, delivered by production company The Mob and directed by Sarah O’Gorman.

AO.com founder John Roberts said: “This is a major investment in the AO brand to enable us to bring the AO Way to so many more UK customers.

Our mission is to be the best European electrical retailer by being exceptional in the moments that matter for our customers as Britain’s Got Talent is for their viewers. The alignment with Britain’s Got Talent is the perfect springboard and we are excited to be working together with such a great team on the project.”

This year’s series will see judge favourites; David Walliams, Amanda Holden, Alesha Dixon and show creator Simon Cowell returning for the 6th year in a row. The presenters will once again be the inimitable pairing of Ant and Dec. The show will air on ITV this Spring.

Paul Cooper, MD of MediaCom North Group, added: “As a growing, fast moving and entrepreneurial online business, AO.com is the type of brand we at MediaCom North do our best work for.  We are proud to support them on their growth to becoming the best electrical retailer in Europe.

“The AO.com and Britain’s Got Talent partnership is a great example of how we work with our clients and media partners to place brands closer to the content that audiences love.”