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The Love Island contestants ranked by the best sponsorship deals

Forget the £50K - here are the real winners from 2018’s Love Island

Tonight’s Love Island final will decide which of the four remaining couples (Dani and Jack, Kaz and Josh, Megan and Wes, Laura and Paul) win the grand prize of £50K and endless tabloid coverage for the next six months. However, the reality show has become infamous since its reboot in 2015 for brand partnerships and sponsored content from all of the islanders that enter the villa.

Although we can’t say for sure who will manage to make the most money from this year’s series, you can get a good idea from dumped islanders social media presences. And even though many have only been out of the villa for a matter of days and hours (and eight islanders are still there now) you can guess who will do best out of this year’s eight weeks of national scrutiny.

So, without further ado, here are all 38 islanders ranked (yes, in order) of who lost out from this year’s villa and who, really, won:

THE LOSERS

Josh Mair

Social media fame: Instagram: 30.1K

Deals to date: literally zero

Josh has the smallest social media following of any of his fellow islanders and has no apparent deals. Alongside this pitiful following and interest, Josh does not even seem to have a brand manager, making him the biggest loser from this year’s Love Island.

Idris Virgo

Social media fame: Instagram: 54.8K, Twitter: 366

Deals to date: Wyse Cars, Fanged Up (the Dapper Laughs film)

Idris is a tricky one because he was actually a model before entering the villa. However, we’ll give him the benefit of the doubt and presume that some of his deals come from his brief time on the show. He has a deal with a car brand (Wyse Cars) and made a brief red carpet appearance at the premiere of the film Fanged Up starring Dapper Laughs.

It’s a meager number of deals, but it’s likely that his incredibly low level of fame is only enough to keep deals coming in while Love Island hysteria is still on. Expect to see little from Idris by the autumn.

Dean Overson

Social media fame: Instagram: 59.7K

Deals to date: Huawei, Fanged Up

There’s little to say about Dean beyond the fact that, like Idris, he is likely to kiss his (again, insanely small) fame goodbye in no time. The Casa Amor contestant has been at a Huawei launch party, along with some of the other islanders from this year, and also went to the bizarre Fanged Up premiere. Aside from that, though, Dean hasn’t had much in the pipeline.

Charlie Williams

Social media fame: Instagram: 62.4K

Deals to date: Kanvas Cosmetics

I won’t lie, the first thing I thought when I went to comb through Charlie’s profile was “who is this”. Charlie was one of the Casa Amor girls who was instantly dumped when no one chose to recouple with her after the three days together.

Although having a five-figure follower count will inevitably get her some sponsored posts, no one (aside from a lip-filler company) is jumping to get involved with this year’s most forgettable contestant.

 

Hollllld up

A post shared by Stephanie Lam (@stephanielamx) on

Stephanie Lam

Social media fame: Instagram: 89.8K, Twitter: 1.8K

Deals to date: potentially All Bits London, but it’s unclear

To be fair to Stephanie, she only had a few days in the villa and still managed to get herself a less embarrassing follower count than others. However, few brands have seen her as a lucrative influencer. Despite the decent number of followers, Steph has only seemingly managed to secure one sponsored brand post, but even then it may not *actually* be sponsored.

A comb through her profile shows that she constantly tags the brands she’s wearing (a Grade-A wannabe influencer move) so this could just be a case of Stephanie begging for a partnership. If so it seems unlikely to come anytime soon.

Grace Wardle

Social media fame: Instagram: 89K

Deals to date: Huawei, Headmasters Crystal Palace, The Sandford Dental Centre

Grace is really only inches ahead of Stephanie for her (still small) number of deals (of which Steph has seemingly none.) Unlikely to become social media or, for that matter, any type of famous, but she’ll manage to get a couple hundred for the odd post here and there.

Savanna Darnell

Social media fame: Instagram: 67.2K, Twitter: 197

Deals to date: DreamboysThe Paul Strank Charitable TrustHilton SheffieldMiiRO ICE CREAMOWKAY CLOTHINGFanged Up

Savanna is the greatest human manifestation of going on Love Island to get famous and it not happening. A singer trying to make her name on Instagram and YouTube, Savanna is thirsty for brand partnerships that just aren’t coming. She spent a few days in the villa during Casa Amor, but got very little male attention and therefore airtime, and was immediately booted at the end of the week.

She’s had a few appearances and a few sponsored posts, but all in all, Savanna’s social media presence is largely unchanged from how it was before heading into the villa.

Jordan Adefey

Social media fame: Instagram: 110K, Twitter: 632

Deals to date: Very UK (although this may just be a modelling gig), SINTILLATE Mallorca

Jordan is another case of “is this because of Love Island or literally because they’re a model?” Regardless, Jordan’s Instagram shows a few presumably sponsored appearances at nightclubs in the UK and in Mallorca alongside a few potential brand partnership posts.

Jordan’s managed to break the six-figure follower barrier following his Love Island appearance, though, so we can expect that he’ll have plenty more sponsored posts coming his way for his audience numbers at least. But ultimately, he is far from becoming a household name.

Darylle Sargeant

Social media fame: Instagram: 170K, Twitter: 3.5K

Deals to date: Kisstory

Darylle just slides down on to the sponsorship losers list. Although her luck could change (she does actually have some management, unlike the others on this list), her follower count has failed to yield any sponsored posts, just an appearance at KissFM’s Kisstory event, which almost every other dumped islander went to, too.

THE “AT-LEAST-I-GOT-SOMETHING-OUT-OF-IT”S

Niall Aslam

Social media fame: Instagram: 702K, Twitter: 5K

Deals to date: ...Harry Potter World?

Niall left the villa quite early on, of his own accord (later revealed to be for mental health reasons.) Despite that, though, he’s managed to accrue one of the higher follower counts of this year’s contestants. However, that hasn’t managed to get him any sponsorship deals, unless his trip to Harry Potter World with Rosie was indeed a paid appearance.

 

@huaweimobileuk Break Up Party

A post shared by K I E R A N▫️N I C H O L L S (@kierannicholls_) on

Kieran Nicholls

Social media fame: Instagram: 58.2K, Twitter: 151

Deals to date: Power Of Health Cafe,  Huawei, Dolled Up Shoreditch, Bespoke Fuel, Fanged Up

Despite his relatively low follower count and brief time in the villa (less than a week), Kieran’s come out alright. While it might be bold to not put him on the losers list, Kieran has managed to get a fair few deals out of his Love Island appearance. Although it’s unlikely he’ll get fame from his reality television stint, he is likely to get a fair amount of cash out of sponsorship deals.

Ellie Jones

Social media fame: Instagram: 123K

Deals to date: Harley Street Skin, Extensionique, Huawei

There’s little to say about Ellie other than she’s ready-made to become a high-end, niche, goop-style Instagrammer. She’s already started reeling in some expensive partnerships and has the look of a Made In Chelsea-type that makes her perfect for selling pricey skincare regimens, vagina steaming techniques, and fairtrade, triple-figure, silk pillowcases. She won’t ever be a big name, but she’s well-suited to make a lot of money from boutique marketing.

Alex Miller

Social media fame: Instagram: 175K, Twitter: 600

Deals to date: The Incredibles 2 / Disney UK, Libertine, Kisstory, Dreamboys, Whatever the hell this is, TWINZZ Clothing

Alex has done incredibly well considering his brief appearance and coupling with Megan. Known during his time on the show for being the oldest man and the only person to wear glasses outside of bed, Alex has managed to get several brands on board, with everything from festival appearances to red carpets to hoodies and strip shows.

He won’t become a huge star out of Love Island this year, but he’s made it worthwhile through a not-embarrassing number of deals.

Frankie Foster

Social media fame: Instagram: 443K, Twitter: 15.6K

Deals to date: Kisstory, LORD Timepieces, Thorpe Park

Frankie’s disappointing number of deals keeps him from making it onto the runner-up list. His huge following suggests he should have more than a watch company and a sponsored appearance to show, however that’s all his social media profiles show. It’s also hard to see how that 400K+ following will continue to be ignored. Chances are there will be luxury deals in the pipeline for Frankie, and if he keeps going out with national treasure Samira Mighty, that should help keep the spotlight on each other as well.

THE RUNNERS UP

Charlie Brake

Social media fam: Instagram: 521K, Twitter: 11.9K

Deals to date: Mennace, Sheesh

There’s not much to say about Charlie. He’s rich (his family’s company was sold in 2016 for £2.2 billion), he’s traditionally attractive, and he’s coupled up with someone that viewers actually liked (Ellie Brown). Charlie won’t be one of the lead personalities out of this year’s villa, but he’s done well enough that, even without his family’s enormous amount of money, he’ll do alright through social media sponsorship.

Ellie Brown

Social media fame: Instagram: 695K, Twitter: 32.5K

Deals to date: Ivory Hair Dressing / Zen Hair Extensions, Kisstory, Missguided, Sheesh

Unlike her partner Charlie, Ellie did manage to make a name for herself out of this year’s 38 contestants. She was known for being feisty, getting into fights, calling someone a “cunt”, and being the first to call out Dr Alex for his dodgy behaviour, Ellie was a late bloomer stardom-wise, but got there soon enough that she’ll likely be able to capitalise on it in the years to come.

Zara McDermott

Social media fame: Instagram: 747K, Twitter: 33.4K

Deals to date: Missguided, Sheesh, Superdrug, Sun Q, Jet2, Kisstory, Lee Stafford Hair, Gourmet Burger Kitchen (?), Thorpe Park

After less than two weeks in the villa, Zara has majorly capitalised on her time on Love Island. Partnered up with the notorious Adam Collard and disgustingly pretty (and a government adviser to boot), she has piggybacked well off the fame of her relationship as well as the typical deals Love Island’s most attractive stars benefit from (see: Missguided, paid appearances, Superdrug.)

If Zara stays with Adam, and keeps up her brand-building, as she has done since Adam joined her back in the UK, she’s likely to become a well-known British Instagram influencer in no time.

Kendall Rae Knight

Social media fame: Instagram: 775K, Twitter: 62.5K

Deals to date: Missguided, William Hill Arms, Pryzym Watford, Dilemma app, Menagerie Manchester

Kendall was the first islander to be dumped from the villa, but, despite her one-week stay, she’s made a big name for herself. Although the biggest downside of leaving early is potentially being forgotten, Kendall has been able to hoover up the Love Island hype from the early days in the form of frequent paid appearances and plenty of brand sponsorships.

Samira Mighty

Social media fame: Instagram: 864K, Twitter: 51.8K

Deals to date: Missguided, Easilocks Hair Extensions, Jet2, Kisstory, Sheesh, Thorpe Park

Although her romance was barely aired on Love Island, Samira’s done pretty well considering she was romantically unattached for almost the entirety of the show. She has a consistent stream of sponsored posts, a catch phrase (“Cutesie!”), and is now properly paired with her new boyfriend Frankie Foster, getting them a number of joint paid appearances.

However, Samira doesn’t have as many regular partnerships as her follower count might imply. Although things could change, the lack of proper brand partnerships keeps her from being a true winner this series.

Adam Collard

Social media fame: Instagram: 978K, Twitter: 54.3K

Deals to date: OK Mag, Sun Q, Kisstory, Jet2, Sheesh, Thorpe Park

This year’s true villain, Adam Collard, was inevitably going to do well off his month in the villa. He’s traditionally attractive, sports more abs than I knew the human body could even contain, and is now playing the part of “reformed man” in his new, committed relationship with fellow islander Zara McDermott.

Alongside sponsored posts and appearances, Adam is doing a one-man, 50+ city tour across the UK. It’s likely that his bad press will soon be forgotten and he could manage to become a household name if he continues to hustle this hard.

Charlie Frederick

Social media fame:  Instagram: 275K

Deals to date: POTENTIALLY Harvie and Hudson, POTENTIALLY Joseph Cheaney and Sons, The Ship in Wandsworth, Exo Eyewear Missguided, Mennace, Johnny's Chop Shop Barbershop, J.Lindeberg, Libertine, Firstral Beach

His follower count may not be as high as some of his runner-up counterparts, but Charlie’s done well for himself. He’s gotten the whole slew of hair posts, suits and upmarket shoes, high street clothing stores, and paid appearances. However, Charlie does a lot of brand tagging that may not actually be a paid post (another case of trying hard to become an influencer.) There’s enough viable posts that make it clear he is getting paid for a lot of his content, but his comparatively low follower count paired with his overtagging keeps him a hair away from being a true Love Island 2018 winner.

THE WINNERS

Hayley Hughes

Social media fame: Instagram: 473K

Deals to date: Park Plaza, Badoo dating app, NutriBuddy, William Hill Arms, Malmaison, Lottie Tomlinson Tanning, Bahimi Beachwear, Daily Star 2019 Calendar, Iconic Beauty, The Coutoure Club, Thorpe Park

Hayley is the first of our verified winners from this year’s Love Island. Infamous for asking if sensing someone’s aura meant they could see ghosts and not knowing what Brexit was (how we all wish we could be her), she played up to the “dumb blonde” stereotype while expertly breaking hearts. Hayley’s “doesn’t take shit” attitude coupled with her Instagram-friendly look made her instantly palatable to brands.

She is the archetypal Love Islander post-Love Island: Long-standing brand partnerships, numerous paid appearances, and an ability to keep appearing on television that proves she’s here to stay. Despite going out less than halfway through this year’s eight weeks, Hayley appears to have become one of this year’s biggest social media earners.

Rosie Williams

Social media fame: Instagram: 681K

Deals to date: William Hill Arms, Crowne Plaza, Emily Kate Boutique (a friend’s shop so maybe not sponsored), NutriBuddy, Harry Potter World?, Comino Couture, Beauty Works Hair Extensions, Malmaison, Victors Restaurant, BH Mallorca, Iconic Beauty

Rosie’s success has mirrored Hayley’s, but on a bigger scale. Almost all her Instagram posts are now from huge brands, she’s making paid appearances not just at pubs and restaurants, but at bouji hotels and swish Mallorcan hotspots. Her partnerships with NutriBuddy, Iconic Beauty, and Comino Couture look likely to carry on indefinitely moving her away from being just a Love Island contestant towards being an influencer in her own right.

Eyal Booker

Social media fame: Instagram: 812K

Deals to date: Celebs Go Dating, House Festival, The Incredibles/Disney UK, Mennace, Missguided, Topman, Dairy Milk, ArmaniKisstory, Magician Julius Dein

Without belabouring the points made in the last two winners, Eyal has done everything a Love Island contestant should: paid appearances, brand partnerships, and endless sponsored posts. What makes him the real winner, though, is that he’s already landed himself a spot on another reality show, as one of the celebs in “Celebs Go Dating” 2018. Eyal is the only Love Islander that’s guaranteed his way back on to reality television and it will inevitably catapult into more fame.

TOO SOON TO TELL

Laura Crane

Social media fame: Instagram: 294K

Deals to date: Billabong...but not from Love Island

Laura’s apathy for her Love Island appearance is apparent on her Instagram. While almost all Love Island contestants had a post everyday referencing the show (posted by friends and family on their behalf) Laura only has four – only one of which actually shows her in the villa.

Predicted category: “At-least-I-got-something-out-of-it”

Sam Bird

Social media fame: Instagram: 532K, Twitter: 31.9K

Deals to date: NA

Let’s get real: Sam is one of the least exciting people to ever be on television. However, he’s officially in a relationship with one of the most exciting people from this year’s villa. Sam will likely ride on Georgia’s coattails until that relationship inevitably fizzles out, but aside from skinny jeans and eyebrow waxing products, he’s unlikely to inspire many brands to partner up.

Predicted category: Runner-up

Jack Fowler

Social media fame: Instagram: 607K, Twitter: 41.9K

Deals to date: NA

Although Jack doesn’t have an enormous following on social media, he’s nationally beloved for his emotional maturity and kindness. He’s just been seen meeting Stormzy at the airport on arrival and bonded well with Wes and Josh (more on that inevitable spin-off show in a few). Even though we can’t say for sure what’s in the pipeline for “Oluwajack”, he’s likely to surpass the vast majority of his fellow islanders.

Predicted category: Winner

Georgia Steel

Social media fame: Instagram: 1.3M, Twitter: 50.8K

Deals to date: NA

Although Georgia doesn’t have any deals lined up at the moment, she is likely to be one of the biggest stars of this year’s Love Island. She’s already racked up over a million followers on Instagram (the second highest count behind already famous Dani Dyer), she’s got a catch phrase (“I’m loyal, babes!”), and she’s the youngest of the bunch, meaning she’s got plenty of youth to burn up before burning out. Prepare yourselves to see Georgia all over your television screens and in every brand that can find a loyalty pun to make.

Predicted category: Winner

Alexandra Cane

Social media fame: Instagram: 542K, Twitter: 8.5K

Deals to date: NA

While Alexandra was one of this series’ most universally beloved islanders (she’s beautiful, kind, well-spoken, and emotionally mature), she had few stand out features. Other islanders had distinct personalities and traits (see: Georgia, Adam, Hayley, new Jack), whereas her defining trait is, well, being lovely.

Alexandra is likely to get your standard set of deals with fitness and skincare brands, as well as clothing outlets and hair extension providers, it seems unlikely that she’ll be one we all remember in a year’s time.

Predicted category: Runner-up

Dr Alex George

Social media fame: Instagram: 953K

Deals to date: NA

Christ, what is there to say about Dr Alex. The public is pretty split on this incel icon, with half the country adoring his boyish immaturity and the other half despising him for his deplorable, rage-fuelled behaviour. While I’d love for his only deal to be a pathetic string of sunscreen promotions, I regrettably expect Alex to do fairly well from clothing brands, cars, and in-person appearances.

It’s likely that his scorched pink body will be showing up in your Instagram explore section for months and years to come.

Predicted category: Runner-up

PREDICTIONS FOR THE FINALISTS

Paul Knops

Social media fame: Instagram: 100K, Twitter: 2.4K

Despite his appearance in a Britney Spears video, Paul is one of the least interesting people to pass through the villa this year. While his attachment to Laura could get him a few sponsored appearances at clubs or a mousse brand partnership, Paul is likely to be the least successful of 2018’s finalists.

Predicted category: “At-least-I-got-something-out-of-it”

Kazimir Crossley

Social media fame: Instagram: 487K, Twitter: 4.2K

Similar to Paul, Kaz is a sweetheart, but is largely liked for being one half of “Josh and Kaz”, not really liked in her own right. That being said, Kaz is insanely attractive and is a make up artist, making her perfectly packaged to be a lucrative Instagram influencer when she leaves the villa. Prepare for Kaz to be a big name in the beauty world over the next few months, with her own brand of brushes, palettes, and highlighters on the horizon.

Predicted category: Runner-up

Laura Anderson

Social media fame: Instagram: 864K, Twitter: 48.6K

Current deals: NA

Laura is the only Scot out of the 38 Love Island contestants this year. While that doesn’t mean she is necessarily a stand-out (she definitely is; however not for her accent but for being serially dumped), it does mean she has a corner of the market that others won’t. While this may not be incredibly lucrative, Laura does also seem the most likely to become a ritzy travel Instagrammer, with her background as a flight attendant and her past time living in Dubai and East Asia. She may not become a household name, but she is perfectly placed to be a prolific Instagrammer of high-end hotels and first-class flights.

Predicted category: Runner-up

Josh Denzel

Social media fame: Instagram: 643K, Twitter: 24.2K

Hear me out: Even with a fraction of the followers of say Dr. Alex, Samira, or Adam, the Josh-Wes-New Jack (Jack Fowler) dynamic is money-making gold. The public want more. Following in the path of last year male favourites Chris and Kem, keep your eyes peeled for a spin-off reality series that will skyrocket these three to being properly famous. Add in the fact that these three are loveable, smooth, and objectively hot means that, on top of a show, this trio will be perfect platforms for brands to latch on to.

Predicted category: Winner

Wes Nelson

Social media fame: Instagram: 894K, Twitter: 700

See above.

Predicted category: Winner

Jack Fincham

Social media fame: Instagram: 1.4M, Twitter: 113K

Jack is sure as hell lucky to have partnered up with the only person who went into the villa famous. Jack is sweet, charming, doe-eyed, and dopey, but he has little going for him beyond his relationship with Dani Dyer (and his searingly white veneers.)

However, this alone could see him through to being a household name, if the relationship does last. And with the seal of approval last night from Danny Dyer, who called Jack a “proper geezer”, I think we can expect that Dani and Jack will not only win this year’s Love Island, but will also make their way back on to reality television as a couple in years to come.

Predicted category: Winner

Megan Barton-Hanson

Social media fame: Instagram: 927K, Twitter: 33.4K

Megan is the woman we all loved to hate. She is stupidly hot, serially mean, and has no shame in making no effort and still having respectable men drop at her feet. If Adam is our reformed male villain, “Muggy Meg” is this year’s female equivalent; she’s been the obsession of tabloids and Twitter alike for her behaviour, her alleged surgery, and for, again, being sickeningly attractive.

Already accruing nearly a million followers on Instagram despite barely saying a word, Megan will become one of the biggest names out of this year’s villa. And because she isn’t much of a talker, the cash will inevitably make its way to her bank account via sponsored content and brand partnerships.

Predicted category: Winner

Dani Dyer

Social media fame: Instagram: 1.9M, Twitter: 164K

The People’s Princess, our youngest National Treasure, Danny Dyer’s daughter; Dani was already a huge name going into the villa. However, she’s made an even bigger name for herself for being the pure antithesis to the debauchery typical of Love Island. The voice of reason throughout the entire series, Dani has proved herself to be the nation’s newest sweetheart and marketers are going to want to capitalise on it. She won’t just be getting social media partnerships but her own company, her own product lines, and, likely, her own TV show. Dani was likely to come out a winner regardless, because that’s how she came in. But her meteoric rise to being the most beloved islander of this series was not something many saw coming. And it will inevitably throw her in the path of an unholy amount of dough.

Predicted category: Winner

Sarah Manavis is the New Statesman's tech and digital culture writer.