Lidl sponsors ITV’s The Masked Dancer with its own masked character

Lidl has been announced as sponsor of new ITV show The Masked Dancer.

In show idents, a dancer in a mask – or more specifically a goose costume – will challenge the audience to guess who they are using clues related to Lidl products. Goose’s identity will be unveiled in idents during the final show of the series.

Launching on 29 May at 7pm, the show itself will see celebrity contestants perform dances while covered from head to toe in “extravagant, colourful costumes and face masks”. Viewers and a star panel, consisting of Oti Mabuse, Jonathan Ross, Mo Gilligan and Davina McCall, will be challenged with guessing their identity.

Comedian Joel Dommett will be the host.

“The huge popularity of The Masked franchise, locally and globally, makes it the perfect platform to showcase what Lidl has to offer, for everyone,” said Lidl GB marketing director Claire Farrant.

“Through this partnership we will be sharing more of our tongue and cheek personality, whilst reinforcing our position of offering the highest quality and best value for all of our customers.”

Derek McLean and Daniel Nettleton, co-founders of production firm Bandicoot, said: “Bandicoot are delighted to welcome Lidl aboard The Masked Dancer as sponsor. We particularly enjoyed the collaboration of producing the show idents and can’t wait for the world to meet our exclusive Lidl masked incarnation – Goose.”

ITV director of digital and creative partnerships Bhavit Chandrani added: “The Masked Dancer is sure to captivate viewers when it lands on ITV and I’m really excited to welcome Lidl as sponsors for the first time. The sponsorship idents bring the partnership between the brand and the programme to life and showcase the creativity of the teams involved.”