Very sponsoring Celebrity Big Brother

Online retailer Very.co.uk features in the new series of Celebrity

Big Brother after securing a click-to-buy sponsorship deal.

Very, which is owned by Shop Direct, has provided products including branded dressing gowns, home and electrical goods to be featured within the Big Brother house, as well products to be used in the set tasks throughout the reality series.

As part of the deal, Very will also have click-to-buy placement on the Channel 5 website, which will feature approximately half of the products that Very have supplied to the house, allowing viewers to buy products seen on the TV show.

Commenting on the sponsorship, Jon Owen, Very.co.uk director, said: "We were delighted with the results of our partnership with 'Big Brother' in 2012. And with an even greater level of cross-channel integration, coupled with a unique focus on our product range, this new campaign looks set to deliver even greater ROI for the Very.co.uk business."

Agostino Di Falco, Channel 5 partnerships director, added: "The product range from Very.co.uk fits the aspirational look and feel of the house and in a creative first, viewers will be able to purchase these products via Channel5.com and Very.co.uk."

Celebrity Big Brother started on Friday and features the likes of supermodel Paula Hamilton, American reality stars Heidi and Spencer Pratt, as well as soap stars Gillian Taylforth, Tricia Penrose, and Sam Robertson.