Love Island Australia season 8 locks in Boost Mobile, L’Oréal, Subway, and more

Nine and Powered have signed six brand partners for Season Eight of Love Island Australia, with integrations running from the villa to social, retail, and digital out-of-home (DOOH) as the dating series records its strongest 9Now launch to date.

The season premiered on Monday, 26 October, drawing a total TV audience of 429,000, up 25.8% year on year. It was the highest-rating launch episode on 9Now in the franchise’s history.

Episodes drop Monday to Thursday, and the first six on 9Now have reached more than 1.3 million Australians, 60% of them under 40. Season to date, the show is up 45.7% year on year on 9Now, according to Nine.

Who’s in the Villa

This year’s season, filmed in Fiji, introduces a “Power Couples” twist. Partners across beauty, retail, FMCG, telco, and health will be built into the show’s key moments:

- Boost Mobile is expanding its partnership across Total TV, social, in-show integrations, and DOOH, bringing its ‘Works Its Arse Off’ brand platform into the villa via the Islanders and onto the street in real time.
- L’Oréal brings NYX Professional Makeup and Garnier into the Glam Room as official makeup and face skincare partners, with integrated moments across the series, tailored TVCs, and social-first content.
- Palmer’s joins as the official villa body care and skin oil partner, including an exclusive Shimmer Party.
- Subway returns for a second consecutive season, reviving its Men’s Pageant, Mr SUBlime, and adding an Islander Triathlon. On social, the brand will help viewers get to know the Islanders.
- Remedy comes on board with Sodaly as the villa’s official drink partner. The deal extends to retail, with a limited-edition Tropic bottle launching in Woolworths and 7-Eleven, backed by out-of-home activations across 7-Eleven stores.
- SUP will integrate its SUP Creatine Gummies throughout the season.

From ‘Sofa to Street’

Sarah Stewart, director of content partnerships and client experience at Nine, said the show remains a key platform for brands chasing younger viewers.

“Love Island Australia continues to be the ultimate cultural launchpad for brands looking to connect with highly engaged, mobile-first audiences. 

"What makes this season so special is the depth and creativity of our commercial integrations – from native product placements in the Glam Room and Hideaway to real-time Digital Out of Home (DOOH) extensions with QMS,” Stewart said.

“By combining the reach of Nine, 9Now and Stan with the social power of our talent and DOOH scale, we are delivering a true ‘Sofa to Street’ ecosystem that turns cultural attention into immediate commercial outcomes for our partners.”

Love Island Australia is produced by ITV Studios Australia for Nine. 

Season 8 also adds a companion series, Love Island Australia: Unseen. Uncut., streaming exclusively on Stan.