How eBay’s Love Island sponsorship increased engagement by 1400%

After it was announced this week that eBay will replace Just Eat as Love Island’s headline sponsor, what have the online marketplace done to separate themselves from the show’s history of problematic partners?  

The shift to a more sustainable headline partner addresses widespread criticism for Love Island’s extensive association with ‘fast fashion’ brands. Since the partnership began, eBay’s success has been phenomenal: during series nine, the platform saw a 1400% increase in on-site searches for ‘pre-loved fashion’ compared to series eight. It has further seen a 24% increase in new circular businesses joining the online marketplace so far in 2023.