The fully integrated deal includes broadcast sponsorship on ITV1 and ITV2, red button interactivity, mobile interactivity and sponsorship of the 'Love Island' website at itv.com.
The programme, which was called 'Celebrity Love Island' when first broadcast last year, will be presented by Patrick Kielty and Feare Cotton and will involve 10 single celebrities being sent to an island paradise in the hope that they will engage in some amorous antics.
The second series will be followed by 'Love Island... Aftersun', broadcast on ITV2, where digital viewers will get to look behind the scenes of 'Love Island'.
This is the first time Bounty has embarked on a broadcast sponsorship and the first time the brand has advertised on TV in four years.
Leigh Alexander, sponsorship and branded content manager at ITV Sales, said: "There is no doubt a fantastic fit between the brand values of both 'Love Island' and Bounty, which we believe will create a memorable and high impact sponsorship both on screen, online and in-store. 'Love Island' is poised to recapture the nation's imagination as the unashamedly escapist, tropical, and mischievous hit of the summer, and Bounty as sponsors constitute our ideal partner for the programme."
A spokesman for Masterfoods, the makers of Bounty, said: "[The deal] is a wonderful fit with the brand's 'Taste of Paradise' positioning and will build on the paradise island equity the brand is so well known for. With Bounty, consumers will be able to enjoy their very own piece of paradise as they watch the celebs enjoying theirs."
The deal was negotiated by Alliance, ZenithOptimedia's sponsorship division. The creative is being produced by Omnicom-owned creative agency AMV BBDO.
The sponsorship deal for 'Love Island' is just one of the high-profile sponsorship deals for ITV this summer. Nokia has signed a £7m deal to sponsor the 'X-Factor' broadcasts, including the recent 'Battle of the Stars', and T-Mobile signed an undisclosed deal to sponsor celebrity football tournament 'Soccer Aid' played in support of global charity Unicef.
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