Go.Compare Returns for a Second Year as ITV's this Morning Sponsor

Sep. 01, 2026

Go.Compare has renewed its sponsorship of ITV’s flagship daytime show, This Morning, in a deal negotiated by Hearts United, an Omnicom Media agency.

Running from 1 September 2026 to 31 August 2027, the partnership reflects the close viewer alignment between This Morning and Go.Compare, whose target audiences includes those looking to make smarter, more informed decisions about their finances and household spending. 

Following a successful first year, the renewed sponsorship has been expanded to deliver deeper integrations with This Morning and its wider content offering. Alongside activity spanning linear broadcast, streaming and social, the new agreement places greater emphasis on content-led engagement, including an enhanced presence on YouTube, ensuring Go.Compare remains front of mind for audiences wherever they’re choosing to watch and engage with content.   

Central to the new deal is a new series of bespoke sponsorship idents, fronted by This Morning’s regular contributor Kate Lawler, which bring to life the everyday benefits of making savvy financial decisions. 

Lawler will also feature in a new suite of social-first content designed to extend the partnership beyond the programme itself. The series has been designed to help Go.Compare engage audiences in the environments they increasingly consume This Morning content, creating additional opportunities for meaningful brand interactions.

The partnership will also be supported with a significant presence across ITV’s wider digital platforms, including ITVX homepage takeovers, sponsorship across This Morning’s online properties and app environments, helping deliver a seamless brand experience across every stage of the viewer journey. 

Joshua Tumbridge, Head of Brand and Campaigns at Go.Compare, said:

"This Morning reaches millions of viewers every weekday, and its mix of practical advice and lifestyle tips mirrors what we stand for: helping people make smart and confident everyday choices. This sponsorship gives us a direct route into that morning routine, at the moment when viewers are planning their day and making decisions that make their lives better. It's a natural fit for our brand and a strong platform to build recognition with a genuinely engaged audience."

 

David Counsell, Chief Investment Officer at Hearts United, said:

"TV sponsorship of this kind helps build brand health and consideration over time. This Morning is the most popular daytime show on British TV and one of the most streamed programmes on ITVX. It has a loyal, engaged audience, and the renewal reflects the strength of that for Go.Compare. The deeper in-show integration for year two gives the brand an even stronger presence alongside the content viewers already trust."

 

Bhavit Chandrani, Director of BE Studio at ITV, said:

“This partnership is a great example of BE Studio’s strategy of integrating brands seamlessly with our programming, which has a proven track record of long-term success. I am thrilled that Go.Compare is extending this successful sponsorship and look forward to building on the strong momentum we have established together.”