Joey Essex will be the big winner on Love Island whether he finds love or not.
The former The Only Way Is Essex star is not renowned for his intellect.
But his venture into the ITV show villa is a smart move for the show but an even cleverer one for him.
Joey, 33, wants to find romance but he is set to cash in like no-other Love Island contestant before.
He is the first celebrity to go on the cult programme and his pre-existing fanbase will mean he will be quids in.
Lucrative endorsement deals are set to follow and he could rake in an estimated £5million from the show.
Ben Nicholls, A Personal Branding expert who runs Jam Prime Media Agency, said: “The show provides a massive audience and the opportunity to create a relatable, engaging persona that brands are eager to associate with.
“Joey Essex brings a pre-established fan base and a recognisable brand.
“This can accelerate his earning potential significantly compared to regular contestants.”
Joey’s previous TV appearances on shows like I’m A Celebrity… Get Me Out Of Here!, Celebrity SAS: Who Dares Wins, Celebrity MasterChef, Celebs Go Dating, and Dancing On Ice have already bolstered his marketability.
His entry into Love Island as a celebrity contestant can redefine the earning landscape for participants.
One of the most immediate revenue streams for Love Island contestants is social media.
With millions of followers, they can command substantial fees for sponsored posts.
Molly-Mae Hague, for instance, earns over £10,000 per Instagram post.
Other ex stars can make £2,000 for social media posts.
Joey, with his established presence, can potentially surpass these figures quickly.
Endorsement deals are another major income source.
Molly-Mae’s collaboration with PrettyLittleThing and her self-tanning brand, Filter by Molly-Mae, have significantly contributed to her estimated £6 million net worth.
Joey, with his broader celebrity status, can attract high-value endorsements from both fashion and lifestyle brands.
Successful Love Island alumni often launch their own brands.
For example, Dani Dyer’s collaboration with In The Style and Amber Gill’s £1 million deal with MissPap exemplify the potential for substantial earnings.
Joey, known for his entrepreneurial spirit, might leverage his Love Island exposure to introduce new business ventures or expand existing ones.
Post-show, many contestants secure television roles and media appearances.
Kem Cetinay, winner of Love Island 2017, has diversified his income through TV shows and co-founding a restaurant business.
Joey’s television background positions him well for similar opportunities, potentially increasing his net worth significantly.
The financial potential for new Love Island contestants, especially those with pre-existing fame like Joey Essex, is immense.
Mr Nicholls highlights that leveraging the platform effectively can lead to substantial earnings through social media influence, brand endorsements, personal business ventures, and media opportunities.
“As Joey Essex embarks on his Love Island journey, he not only aims to find love but also stands to significantly enhance his financial portfolio, setting a new benchmark for future contestants,” he said.
“He could easily make £5million on the back of going on the show.”
Joey Essex’s participation marks a pivotal moment for Love Island.
As he hopes to find his “queen” in the villa, his involvement underscores the evolving landscape of reality TV and its potential for personal branding and financial success.
As Maya Jama, the show’s host, aptly put it, “In Love Island, you must always expect the unexpected” – and Joey’s entry is just the beginning of an exciting new chapter.
