JD Williams sponsors ITV dating show hosted by Davina McCall
JD Williams, the online fashion and homeware retailer, is to become the headline sponsor of ITV1 and ITVX’s new UK version of the dating show, My Mum, Your Dad.
The programme will follow a group of single parents who have been nominated by their grown-up children to have another chance at finding love. In a twist, their children will watch their parents’ every move from a house nearby and secretly influence their dating journeys.
JD Williams said the show will enable it to engage with its core audience women over the age of 45 and reflects its stance against the invisibility of mid-life.
Produced by Lifted Entertainment, part of ITV Studios, the show will air in te autumn and will be hosted by long-term JD Williams brand ambassador, Davina McCall.
Sam Walker, group brand and creative controller at JD Williams’ parent company N Brown Group said: “With its focus on changing the way the world views fashion, JD Williams’ mission is to inspire women aged 45+ to live their life to the full, on their own terms.
“That’s why we are so excited to be partnering with ITV’s latest dating show, My Mum, Your Dad. Everyone should be able to find love – why not at mid-life? JD Williams is all about making women feel amazing, and we are honoured to be a part of a ground-breaking dating show that’s focused on helping midlife people fall in love.”