EXCLUSIVE: Olivia Attwood has reportedly landed herself £5million through partnership deals and PR expert Maya Riaz exclusively tells Mirror how her rumoured relationship with Pete Wicks has ‘amplified both of their brands’
Pete and Olivia are thought to be dating(Image: Getty Images)
Olivia Attwood‘s career has never been better, as she’s thought to have brought in an extra £5million through her partnership deals – and intrigue into her love life has boosted that.
The TV star, who rose to fame on Love Island and has since gone on to front her own programmes such as Bad Boyfriends, is estimated to be worth over £6million. As such, she is one of the most successful contestants in Love Island history.
She is also a businesswoman, having founded a cocktail brand called Savano. The ready-to-drink cocktail range has only just launched, but she has already secured a deal with Sainsburys.
The Daily Mail has reported that this deal, which will see the cocktails stocked nationwide, is worth seven figures and have helped add £5million to Olivia’s net worth. But, PR expert and celebrity manager Mayah Riaz has told Mirror that the rumours surrounding Olivia’s relationship with Pete Wicks may have also had a helping hand.
Following her split from her husband Bradley Dack earlier this year, many have speculated that Olivia and her radio show co-host Pete are dating. Mayah said: “I actually think Olivia and Pete have benefited from being linked because they’ve avoided looking like a manufactured celebrity couple.
“Today, the public are incredibly savvy and can spot relationships that feel like they’re designed purely for headlines or brand deals. Whether they’re together or simply close, the intrigue has worked in their favour because it has stayed just mysterious enough to keep people talking.”
She added that the real benefit to Olivia comes from the fact that she “hasn’t allowed the relationship to become her entire identity”. Instead: “She’s continued building her own career, fronting successful TV shows and proving she has commercial value in her own right. That makes brands feel they’re investing in someone with longevity, rather than someone whose profile depends on who they’re dating.”
It’s also not been a hindrance that Pete has his own audience and loyal fanbase. Mayah described the former TOWIE star as “highly relatable” and said there was “naturally some crossover exposure” for him and Olivia. She continued to say that because their audiences are “complementary without competing” and, therefore, they “can amplify both of their brands”.
But, when they first got together, some fans worried that Pete’s ‘bad boy’ image might hurt Olivia’s reputation. Mayah, though, said that it’s had the opposite effect.
“People love a story with contrast,” she said. “Olivia comes across as confident, grounded and someone who isn’t trying to change him, which makes the dynamic feel authentic rather than performative.”
Recently, there’s been a lot speculation about a number of celebrity relationships and whether they have helped someone earn more money. Kylie Jenner and Timothee Chalamet’s relationship has been subject to rumours, as has Taylor Swift and Travis’ in the lead up to their wedding.
“I think there’s a huge misconception that celebrity relationships alone create million-pound opportunities,” Mayah said. “Sure, they might generate headlines, but headlines don’t secure long term commercial deals. Brands are looking to invest in trust, audience engagement and consistency. Olivia has spent years proving she can deliver all three.
“One thing Olivia has done particularly well is make people interested in every part of her life without oversharing. In today’s social media landscape, leaving people wanting more is often more powerful than telling them everything. Curiosity is one of the strongest currencies in celebrity branding, and Olivia and Pete have mastered it without making their relationship feel like a publicity stunt.”
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