Pharmacy2U has agreed a year-long deal as the lead sponsor of ITV’s daytime talk show Loose Women.
It will be the lead sponsor from April 27 when Loose Women returns to TV, with its sponsorship campaign including short clips in the show, online content, and on social media.
The online pharmacy told C+D its campaign will reflect real-life health conversations, and Pharmacy2U chief marketing officer Glyn Williams said sponsoring Loose Women is “a natural fit”.
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Pharmacy2U, launched in the same year as Loose Women in 1999, said it has over a million female customers and 80% of its family accounts are managed by women.
“The programme’s open, honest conversations mirror our mission to empower people to take control of their wellbeing through an accessible digital health platform,” said Williams.
“Through the sponsorship, we hope to connect more people to our team of expert clinicians and encourage more stigma-free discussions about health into the mainstream.”
ITV’s BE Studio director Bhavit Chandrani said he was “delighted” Pharmacy2U was the new Loose Women lead sponsor.
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“As a show that thrives on authentic conversation and community, it provides the perfect platform for a brand dedicated to making healthcare simpler and more accessible,” he added.
Loose Women last aired in early March, following last year’s announcement that the show will change its broadcasting schedule to cover only 30 weeks a year rather than across the whole year.
Pharmacy2U secured another sponsorship deal in March, as it became the front-of-shirt sponsor for rugby union club Leicester Tigers in their Slater Cup match.
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It comes after it announced a partnership with Reset Health to support its weight loss patients with wraparound care.
It also relaunched its veterinary care platform as Pharmacy2U Pet Health and bought care home pharmacy provider Care Quality Pharmacy earlier this year.
And its latest annual report revealed the online pharmacy saw profits drop by more than £2.3m in 2024/25.
