Dealbase

Mia Rose McGrath has signed a six-month brand ambassadorship with Barclays, cementing her position as a trusted bridge between financial institutions and younger consumers. Under the partnership, McGrath will create content around personal finance topics and take part in events and PR activity, acting as an ongoing public-facing voice for the bank. The deal builds on her reputation for breaking down money matters for younger audiences and follows her previous collaboration with HMRC, where she worked with the UK tax authority to explain side-hustle tax responsibilities.

Golf creator Paige Spiranac has partnered with golf media and commerce company Pro Shop to launch Paige Co., a new business that will produce original golf content and sell branded products tied to her audience. Under the deal, Pro Shop will handle production, distribution, sales and merchandising, while Spiranac becomes an equity owner and plays an active role as on-camera talent. Together, they plan to develop new digital shows and expand into product lines across golf and lifestyle categories.

Podcast host and creator Jake Shane has been appointed Chief Creative Officer at German confectionery brand Katjes, as the company expands its $1 billion gummy business into the U.S. market. Shane, who built a following of more than 5.4 million across TikTok and Instagram through his comedy videos and podcast “Therapuss,” will oversee creative strategy, brand messaging and marketing campaigns in the U.S. The partnership began after Shane organically posted about Katjes products as a fan. He will now help shape the brand’s U.S. positioning, with a focus on social-first campaigns and comedy-led content.

“Chicken Shop Date” creator Amelia Dimoldenberg is developing and starring in a romantic comedy for Orion Pictures, part of Amazon MGM Studios. The film, produced alongside Gloria Sanchez Productions, will see Dimoldenberg play a by-the-book journalist whose routine celebrity interview unexpectedly turns into a romance. The project is written by Sarah Heyward, with Dimoldenberg also attached as a producer. Dimoldenberg built a global following through her YouTube series “Chicken Shop Date,” where she interviews celebrities in fast-food settings with her signature awkward, deadpan style. The move marks her first major studio-backed feature project.

McCoy’s partnered with UK creator Margaret Keefe, known online as Grime Gran, for a four-part content series timed around Super Bowl LX. Instead of running a one-off sponsored post, the brand built a short series featuring Keefe delivering humorous football commentary while naturally integrating McCoy’s products. The campaign placed the crisps brand inside Super Bowl conversation on social media rather than on traditional broadcast. The series generated more than 14 million views across TikTok and Instagram.

:Intersection, the company that runs New York’s LinkNYC street kiosks, partnered with creator Haley Kalil to show her content on its public digital screens. From summer 2026, her videos will appear on more than 4,000 screens across New York City’s five boroughs, including the tall LinkNYC kiosks found on sidewalks. The campaign is Intersection’s largest creator collaboration to date.

Salesforce partnered with MrBeast for his inaugural Super Bowl advert, building the campaign around a $1 million puzzle challenge tied to his broader content ecosystem. The 30-second ad shows Jimmy Donaldson walking through a vault while outlining the rules of the challenge, before directing viewers to a Salesforce-hosted MrBeast page to continue. Participants search for clues across videos and related content released after the ad airs, submitting the final code through Slack, with Slackbot providing optional assistance. Behind-the-scenes footage released alongside the campaign showed Slack already in use within Beast Industries, with the same tools incorporated into the public-facing challenge.

MAC Cosmetics collaborated with beauty creator Mikai McDermott on a UK-dedicated Lip Kit featuring MAC’s Honeylove lipstick and Chestnut lip pencil – shades McDermott has worn for years, dating back to her time working on a MAC counter as a teenager. According to her manager, Tashan Dwyer of Franklyn’s Forum, the partnership followed 12 to 24 months of relationship-building and was structured with product in mind from the outset. The agreement was finalised in the week of the shoot, with negotiations focused on usage rights, IP protections, approval processes and payment terms.

Streaming platform Netflix commissioned a new unscripted series led by YouTube creator Salish Matter, produced by her father and longtime collaborator Jordan Matter. The show adapts the pair’s existing YouTube format for a Netflix audience, centring on family-friendly challenges and coming-of-age storytelling.

Soft drink brand Dr Pepper partnered with TikTok creator Romeo Bingham after her improvised “Dr Pepper” jingle went viral on the platform in late 2025. The brand licensed the fan-made song and featured it in an official TV commercial that aired during the 2026 College Football Playoff National Championship.

Glow For It partnered with hijabi creator Modest Street to host a private halal lunch in London for World Hijab Day. The event centered on open conversations with hijabi and Muslim creators, editors, and journalists about representation, bias, and visibility in beauty, marking the first activation of Glow For It’s year-round “I See You” initiative to amplify underrepresented voices.

Italian fashion creator Chiara Ferragni was named the face of Guess’s Spring 2026 campaign. The campaign marks Ferragni’s return to the brand, more than a decade after her first collaboration with Guess in 2013, and will roll out globally across print, digital and social channels. The announcement came shortly after a Milan court dismissed aggravated fraud charges against Ferragni related to the “Pandorogate” case, which saw her accused of misleading consumers over charity-linked promotions.