Late last year, Disney+ launched its ad-supported tier in many countries across Europe and it’s been revealed by Campaign that Disney has secured its first sponsorship deal for the EMEA (Europe, Middle East and Africa) region.

This new deal will see L’Oréal Paris sponsor the fifth season of “The Kardashians” in the UK, France, Italy, Germany and Spain, which has recently returned to Disney+, with a new episode being released each Thursday.

In this new season, just when you think life can’t get any faster in the Kardashian-Jenner family, they punch it into overdrive. From the big screen to baby bliss, the family continues to defy expectations in all their endeavours. Cameras roll as Kourtney, Kim, Khloé, Kendall, and Kylie navigate contentious sister dynamics, all under the watchful eye of everyone’s favourite matriarch, Kris.

This sponsorship includes several different commercials, a pre-roll advert at the start of the show, and sponsorship idents across every ad break.  However, these adverts only appear to subscribers on the ad-supported tier.  When I started up the latest episode of “The Kardashians”, a new commercial ran showing Kendall Jenner promoting the L’Oréal Paris mascara Panorama Washable Mascara. 

Deborah Armstrong, senior vice-president and general manager, media networks and advertising at Disney EMEA, said the partnership was the “perfect fit of audience, content and brand” and added:

“This first Disney+ EMEA sponsorship is the start of so much more to come, with so many opportunities for brands to align with our world-class content on Disney+.”

Roger’s Take: It’s not uncommon for shows to get sponsorship deals, as I regularly have to sit through countless Domino Pizza ads while watching Channel 4 or itvX!.  This is the first major deal for Disney+ in the region and it’s likely to become more common as Disney ramps up its advertising tiers.  I’m just surprised in some way that it’s taken this long to finally get a sponsor, but with Kendall as the official spokesperson for L’Oréal Paris, it makes perfect sense to sponsor “The Kardashians”.

What do you think about L’Oréal sponsoring “The Kardashians”?  Let me know on social media!

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Roger Palmer

Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom. Email: Twitter: Facebook:

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