Boost Mobile signs Love Island Australia sponsorship

Boost Mobile has partnered with Nine on a Love Island Australia sponsorship that includes branded phones inside the villa, a sponsored challenge, social content, and digital out-of-home advertising.

Developed by WiredCo., the partnership extends Boost’s ‘Works Its Arse Off’ brand platform, with advertising through Nine and QMS designed to follow the show’s action across broadcast, social and outdoor screens.

Islanders will use Boost-branded phones throughout the series to receive messages announcing challenges, recouplings and Bombshell arrivals. The telco will also sponsor the show’s Heart Strips A Beat challenge.

From ad breaks to villa phones

The campaign includes 15- and 30-second linear television and broadcast video-on-demand placements, with updated creative adding a ‘U Up?’-themed scene to the existing brand campaign.

Boost Mobile head of marketing Fiona Ruxton said the partnership offered an opportunity to extend the platform into the entertainment itself.

“We've been challenging ourselves with WiredCo. to find opportunities where we can do much more than simply put an ad around content. Love Island gives us the opportunity to become part of the entertainment itself, from the phones at the centre of the format to some of its biggest moments and then extend those conversations into social and OOH.”

A five-part Boost-sponsored social series, hosted by former Islander Ross, will feature contestants taking part in villa challenges. It will run across Love Island Australia’s social channels throughout the season.

The outdoor component will use large-format digital screens to respond to trending moments from the show. The partners describe the execution as entertainment-first for QMS and Nine.

Following the audience beyond television

WiredCo. general manager Sam Nunura said the partnership reflected the agency and Boost’s approach to bringing media and creative together earlier in planning.

“We've been pretty relentless with each other about making sure the media works as hard as the creative. If we're investing in a property like Love Island, we don't want Boost sitting in an ad break politely waiting for the program to come back on,” said Nunura.

“The interesting thing about Love Island is that the television show is really only part of the experience. The moment something happens in the Villa, people immediately start talking about it, clips move through social, memes appear and suddenly the conversation is everywhere. That behaviour is exactly what we want to tap into.”

The sponsorship builds on ‘Works Its Arse Off’, which Boost Mobile and WiredCo. launched in October 2025. The platform has since appeared across television, BVOD, outdoor advertising, social and sponsorships, with the Love Island Australia partnership adding recurring integrations within the program itself.