Boots, the UK’s leading health and beauty retailer, has been announced as the brand-new sponsor of Heart Breakfast with Jamie Theakston and Amanda Holden as part of a long-term partnership with Global, the Media & Entertainment Group.

Heart Breakfast with Jamie Theakston and Amanda Holden entertains 3.9m listeners every week and Boots will be the headline sponsor until 2025.

Boots is also the first brand to sponsor Heart’s newly launched breakfast show in Scotland – Heart Breakfast with Des Clarke & Jennifer Reoch.

As part of the sponsorship deal, Boots will have access to Global’s outdoor estate, its portfolio of chart-topping podcasts and digital audio available through DAX.

To amplify the live radio activity, Boots will also feature on Heart’s website, on Global Player, and on Heart’s much-loved social media on Instagram, TikTok, Twitter and Facebook reaching 9.7 million fans.

All this week Jamie and Amanda will be asking listeners to share a significant life event they have coming up this year and why that moment is going to be so important to them, live on air – perhaps a wedding, a birth, a big family holiday or milestone birthday. Boots will be surprising those listeners with a specially selected prize to help supersize that big event. They’ll also be giving away free beauty gift bags.

The deal was brokered by media agency EssenceMediacom, part of GroupM and WPP.