Australian Survivor: Redemption on 10 Strengthens Its Alliance With IKEA Australia For A Second Season – Australian Survivor: Redemption welcomes back global home furnishing brand IKEA, for its second year as a major brand sponsor.
One of Australia’s most-watched reality franchises, Australian Survivor commands a fiercely loyal audience that delivers consistent engagement and strong commercial performance, driven by explosive streaming growth and highly sought-after young demographics.
Through enhanced in-show integration, IKEA will feature prominently at the game’s pivotal moments, when exhausted contestants are craving a warm meal and good night’s sleep.
The brand’s presence will be amplified across 10 broadcast and streaming, complemented by an exciting viewer competition offering the chance to win daily IKEA gift cards.
Tamar Hovagimian, Head of National Advertising Partnerships, Paramount Australia, said:
“IKEA has proven they have what it takes to outlast, and we are proud to have them return for a second year with an expanded sponsorship that deepens their presence across one of television’s most passionate shows. We cannot wait for viewers to discover the incredible ways IKEA comes to life in this season of Australian Survivor: Redemption.
Peter Moore, Head of Media for IKEA Australia and New Zealand said:
“Following the achievements of last year’s partnership, we are proud to return as the principal sponsor of this season – once again, engaging with one of the nation’s most passionate and devoted audiences.
“In 2025, we brought comfort and better sleep to challenge winners. This year, we’re taking that connection even further by introducing iconic IKEA Food rewards, bringing a taste of home, and Sweden, to hungry contestants in moments that matter most. Sound worth playing for?
“Our continued collaboration with Mindshare, Paramount Brand Studio, and the Endemol Shine production teams has been invaluable. Together, we’ve brought this integrated sponsorship to life in a creative and meaningful way, with an underlying measurement and performance framework to evaluate our success.”
Kirsty Hunter, Client Partner for Mindshare Australia, said:
“Following our inaugural partnership with Australian Survivor and Paramount in 2025, we were able to demonstrate clear sales uplift and movement in typically hard‑to‑shift metrics like brand desire. Combining the creativity of the collaboration with IKEA’s deep audience insights, we’re excited to build on this momentum and continue the partnership for a second year.”
IKEA is joined by other brands including Expedia, Great Northern Brewing Co and Boost Mobile.
Australian Survivor: Redemption – Premieres Monday, 23 February At 7.30pm.
Watch + Stream Free On 10.
Media Release – Paramount
TV Central 10 content HERE
Australian Survivor: Redemption on 10 Strengthens Its Alliance With IKEA Australia For A Second Season
