Olivia Attwood's career has reached new heights, with the Love Island star reportedly earning an additional £5 million through partnership deals. PR expert Maya Riaz exclusively told the Mirror that the intrigue surrounding Attwood's rumoured relationship with Pete Wicks has amplified both of their brands.
Olivia Attwood's Net Worth Soars
Attwood, who rose to fame on Love Island and now fronts her own shows such as Bad Boyfriends, is estimated to be worth over £6 million. She is considered one of the most successful contestants in Love Island history. Beyond television, she founded a cocktail brand called Savano, which recently secured a seven-figure deal with Sainsbury's, according to the Daily Mail. This deal has significantly contributed to her net worth.
Relationship Rumours Boost Brand Appeal
Following her split from husband Bradley Dack earlier this year, speculation has mounted that Attwood and her radio show co-host Pete Wicks are dating. Maya Riaz commented: “I actually think Olivia and Pete have benefited from being linked because they’ve avoided looking like a manufactured celebrity couple. Today, the public are incredibly savvy and can spot relationships that feel like they’re designed purely for headlines or brand deals. Whether they’re together or simply close, the intrigue has worked in their favour because it has stayed just mysterious enough to keep people talking.”
Olivia's Independent Career Success
Riaz emphasised that the real benefit for Attwood is that she “hasn’t allowed the relationship to become her entire identity.” Instead, she has continued building her own career, fronting successful TV shows and proving her commercial value. “That makes brands feel they’re investing in someone with longevity, rather than someone whose profile depends on who they’re dating,” Riaz added.
Cross-Exposure with Pete Wicks
Wicks, a former TOWIE star, has his own loyal fanbase, which Riaz described as “highly relatable.” The crossover exposure has been natural, as their audiences are “complementary without competing,” allowing both to amplify their brands. Despite initial concerns that Wicks' 'bad boy' image might hurt Attwood's reputation, Riaz noted the opposite effect: “People love a story with contrast. Olivia comes across as confident, grounded and someone who isn’t trying to change him, which makes the dynamic feel authentic rather than performative.”
Celebrity Relationships and Commercial Deals
Riaz addressed misconceptions about celebrity relationships driving million-pound opportunities: “Sure, they might generate headlines, but headlines don’t secure long term commercial deals. Brands are looking to invest in trust, audience engagement and consistency. Olivia has spent years proving she can deliver all three.” She praised Attwood for making people interested in every part of her life without oversharing, noting that curiosity is a powerful currency in celebrity branding.
