With knitting needles in hand and colorful yarn surrounding him, Tom Daley made it clear he was more than just an athlete – he had passions beyond diving.
Okay, seriously, did anyone else see that?! Millions were watching, and when the cameras landed on him making that little pouch for his Union Jack medal, and then… a pink dog sweater?! I swear, my heart just completely melted. I saw grandmas around the world practically fainting! It was the most adorable, amazing thing ever, and I can’t stop thinking about it. He’s just… perfect.
He might have simply been a young athlete relaxing and calming his nerves while waiting on the bench at the 2020 Tokyo Olympics, or he could have already been planning his future career.
Regardless of what he was trying to achieve, the moment was ideal. Comfort and authenticity were trending, the COVID-19 pandemic was ongoing, and audiences wanted to see celebrities they could connect with.
As a lifestyle expert, I’ve been watching Tom Daley’s incredible journey, and it’s been fascinating! He’s completely reinvented himself in a remarkably short time – almost as quick as learning to knit! – and that’s translated into some fantastic opportunities and really rewarding brand partnerships for him. It’s a brilliant example of how pursuing your passions can open doors you never expected.
Four years after retiring, Daley launched his own knitting company, Made with Love, just one year later.
Daley, recently a contestant on the reality show The Traitors, has partnered with two brands. He became an ambassador for Woolmark in June, and last month announced a collaboration with Hobbycraft to promote their DIY crochet kits.
The support doesn’t stop with sports. Even though he’s retired from professional athletics after the Paris 2024 games, Daley is successfully turning his passion into income.
As a lifestyle expert, I’ve watched this diver’s career blossom since he first hit the scene at just 14 back in 2008. He quickly became a favorite for brands, and honestly, smart partnerships have been a huge part of how he’s built both his reputation and his success. It’s been amazing to see!
He’s currently the spokesperson for Malibu’s Don’t Drink and Dive campaign, appearing in ads wearing tiny knitted swim trunks. He also became a brand ambassador for Gillette last year.
Now valued at £4 million, he’s also starred in commercials for British Gas and, in 2022, made history as Rimmel’s first male brand ambassador, a role that generated a lot of excitement.
He’s worked with major brands like Adidas, Samsung, Argos, Etihad Airways, and Royal Caribbean in the past.
Although Daley is earning a lot of money by appearing in advertisements, he’s far from the only celebrity doing so. Many famous faces – and even lesser-known ones – are also lending their image to brands for profit.
Increasingly, UK celebrities depend on brand partnerships – through social media posts or advertisements – to earn a significant portion of their income. Similar to how much Daley earns, these endorsements can bring in millions just by featuring a well-known face promoting a product.
Which actors are carefully choosing high-quality projects to enhance their careers, and which ones are simply taking any role for a fast payday?
David Beckham
David Beckham, known for his highly successful brand partnerships, saw profits at his company, DRJB Holdings Limited, increase by almost 25% last year.
The company earned a profit of £35.1 million this year, bringing David and Victoria Beckham’s combined wealth to an impressive £500 million.
They’ve become incredibly wealthy, largely due to successful partnerships with well-known brands like Nespresso, Hugo Boss, Safilo eyewear, Tempur Mattress, Adidas, and Tudor Watches.
In 2024, he began working with AliExpress, a popular online store in China, as their global spokesperson.
He expanded his partnerships last year, adding deals with Stella Artois, SharkNinja air fryers, and a new agreement with Verizon during the summer.
He’s set to receive a £25 million bonus this year due to successful business deals, according to company records.
Davina McCall
Davina McCall has been a familiar face on TV since the late 1990s, consistently hosting popular shows like Streetmate, Big Brother, The Masked Singer, and Long Lost Family.
Even though McCall, 57, has faced personal challenges, she’s consistently maintained a professional public image and built a reputation as someone people trust. This makes her a valuable asset and attractive partner for businesses.
Like Beckham, Ms. McCall understands what she does best and what appeals to others – her image, including her hair, face, and overall lifestyle – and uses that to build her brand.
The presenter has worked with hair care brand Garner since 2004 and reportedly earns £350,000 annually for the partnership. She’s always seen in public with beautifully styled and glossy hair.
Although Ancient and Brave isn’t as well-known as Garner, it’s a major player in the wellness industry, and you’ve likely seen their ads on social media, even if you weren’t looking for them.
Ms. McCall is the face of the company’s True Collagen and True Creatine supplements, products she personally uses as part of her commitment to wellness. She’s also become an investor in the company.
I was so thrilled to hear back in April that Irene Hays McCall became Hays Travel’s very first official ambassador! I’ve been seeing her everywhere since – on their TV commercials, all over their social media, and right on their website. It’s fantastic to see her representing a company I love.
In addition to her other work, she collaborates with the nutrition app ZOE and recently became a brand ambassador for several companies, including JD Williams, Lakeland, Millions & Millions, and TUI.
Dua Lipa
Dua Lipa, the 30-year-old pop sensation, is a prime example of someone who has successfully converted her fame into financial success.
Unlike many popular artists like Taylor Swift who avoid partnerships with brands as they become more famous, this English singer has actively pursued and secured several lucrative endorsement deals.
She started working with the Jaguar brand in 2018, marking one of her earliest big partnerships. Then, in 2023, she switched to Porsche in a deal worth over a million dollars.
Dua Lipa is now estimated to be worth over £100 million and has become a fashion icon. She’s partnered with major brands like Versace and YSL Beauty, and even worked with Mugler on collaborations.
In addition to her acting career, she’s partnered with brands like Evian, Puma, and Pepe Jeans. She also launched her own company, Service95, which focuses on culture and lifestyle, in 2022.
Katherine Ryan
As someone who keeps a close eye on the entertainment world, I’ve always admired David Mitchell. He’s a Canadian comedian who’s become a real fixture here in the UK – he moved over back in 2008 and has been winning audiences over on comedy stages and panel shows ever since. He’s truly become a beloved figure!
However, many people probably know her best from the various TV commercials she’s appeared in.
Ms. Ryan’s biggest deal so far is her collaboration with Now TV, which began in 2023. It involves advertisements shown on TVs and in movie theaters.
Many celebrities simply go through the motions when promoting products, but Ms. Ryan really exceeded expectations after partnering with Gousto, the meal kit company.
Earlier this year, the broadcasting regulator Ofcom actually cautioned her for being overly enthusiastic when complimenting the food boxes on Channel 4’s Sunday Brunch.
She’s partnered with brands like Wowcher, TK Maxx, Ariel, and Walkers. She even went the extra mile for Walkers, dressing up as a Monster Munch for her social media posts – that’s real commitment!
Paddy McGuinness
Despite reportedly receiving a large £250,000 payment last year to continue working at the BBC, the popular television and radio host apparently wants more.
Fifty-two-year-old McGuinness has supplemented his income with several profitable sponsorship deals, most recently partnering with the travel company On the Beach, featuring in their commercials and on advertising displays.
Last year, Onken yogurt collaborated with chef and influencer McGuinness, featuring his smoothie recipes on his Instagram account.
Like many British television personalities, he’s also appeared in commercials for Walkers, Jackpot Joy, and Pizza Hut.
In 2019, he landed a lucrative contract with Marks & Spencer, appearing in several of their high-quality advertisements, including their Christmas campaign alongside Amanda Holden and Rochelle Humes.
Diane Morgan
While she isn’t as famous as someone like David Beckham, she has a very distinctive and well-known voice, and she’s actively using it in her career.
As a lifestyle expert, I’m always thrilled to see talented performers get the recognition they deserve! Many of you might recognize Diane Morgan from her hilarious role as Liz in ‘Motherland,’ but I’ve noticed a lot of people actually know her voice before they know her face. That’s because of her brilliantly dry, deadpan delivery as Philomena Cunk – it’s instantly recognizable, and honestly, it’s comedy gold!
As a longtime radio listener, I instantly recognize that actress’s voice! She’s in so many commercials, it’s become really familiar and pleasant to hear.
She’s currently the voice behind ads for Capital One and RadioCentre, the commercial radio organization. She’s also lent her voice to campaigns for companies like First Direct, Zoopla, The Highway Code, Sky Active, and AO in the past.
RITA ORA
I remember when she first came out with “Hot Right Now” back in 2012 – it was incredible! Everyone thought she was going to be the next huge British pop sensation, and honestly, I totally believed it too.
However, things didn’t go as planned for the 34-year-old singer, who was born in Kosovo, due to a complicated legal battle over her recording contract with Roc Nation.
What followed was a string of presenting roles, acting bit-parts and, of course, endorsement deals.
Despite landing major campaigns with luxury brands like Calvin Klein, Chanel, Roberto Cavalli, DKNY, and Prada thanks to her dedicated agent, she’s also recently signed a long-term contract with Primark.
Even though fans have expressed disappointment with her collaboration with the fast fashion company, she remains their spokesperson. The retailer, meanwhile, experienced a significant increase in profits last year.
She’s collaborated with several popular brands, including Rimmel, Samsung Galaxy, Pepe Jeans, Thomas Sabo, Deichmann, Coca-Cola, and Skullcandy.
Rita Ora also had a profitable deal with the mobile network EE, but it was ended in 2020 after she was seen breaking lockdown rules by hosting her own birthday party.
Emma Raducanu
At just 18 years old, she seemed poised for superstardom after winning the US Open in 2021 and was immediately hailed as a future sports icon for the country.
The tennis player quickly turned her unexpected victory into financial gain, securing lucrative sponsorship deals with several major companies right away.
Numerous top brands, such as Dior, Evian, HSBC, Nike, Wilson, Tiffany & Co., British Airways, and Vodafone, all competed to work with her, and she reportedly earned around £9 million from these partnerships.
After several injuries forced her to withdraw from tournaments, the athlete has only a few competitions left. Adding to her challenges, Vodafone ended their £3 million sponsorship deal with her earlier in the year.
She reportedly still makes around £100,000 annually from sponsorships with Nike and Wilson, and £2 million from her partnerships with Dior and Tiffany.
Even though Raducanu didn’t advance past the third round of the US Open in September, she’s recently partnered with the deodorant brand Wild. This new deal is a bit smaller in scope compared to some of the brands she worked with when she first rose to prominence.
Katie Price
After declaring bankruptcy in 2019 and facing a huge £750,000 tax bill last year, it’s understandable why the former model was looking for ways to earn money quickly.
However, some of Ms. Price’s recent sponsored content has been criticized as feeling forced and insincere. One particular deal was even deemed ‘irresponsible’ by the advertising watchdog.
I was really surprised to hear that one of my favorite influencers had her BoomBod ads taken down! Apparently, the advertising standards people decided it was pretty obvious she wasn’t trying to lose weight in the first place – she already looked healthy, so promoting a weight loss product just didn’t make sense to them. It’s a bit of a letdown, but I guess they’re trying to be more responsible with what gets advertised.
She was also pulled up for promoting The Skinny Caffe, another weight loss supplement.
She is currently promoting Supreme CBD oil, Juicy Couture and Marco Matteo eyewear.
In 2006, at the peak of her popularity, Katie Price – known at the time as Jordan – made a £1.6 million deal with Asda for three years. This included creating her own lingerie line under Asda’s George brand, as well as jewellery for Argos and hair products for Superdrug.
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2025-11-08 12:07