Vernon Kay is reportedly ramping up his portfolio of side projects following his wife Tess Daly's departure from the iconic BBC show, Strictly Come Dancing. While he continues his role as a BBC Radio 2 presenter, Kay is diversifying his income with several commercial ventures.
Tess Daly's Strictly Farewell
Tess Daly, 56, announced her shock exit from Strictly Come Dancing in October 2025, after an incredible 21-year tenure as host. Her co-presenter, Claudia Winkleman, also confirmed she was leaving the show at the same time. The pair made their final appearance during the Strictly festive special broadcast on Christmas Day.
In a joint statement released in a video, the presenting duo told fans: "We have loved working as a duo and hosting Strictly has been an absolute dream. We were always going to leave together and now feels like the right time." While Winkleman has since been announced as the host of a new BBC chat show, Tess Daly has yet to reveal her next career move.
Vernon Kay's Expanding Business Ventures
Alongside his reported £395,000 annual salary for his BBC Radio 2 mid-morning show, Vernon Kay has been actively pursuing lucrative endorsements and partnerships. Notably, in December 2025—the same month his wife left Strictly—Kay promoted caravan holidays with Parkdean Resorts.
In a lively Instagram video shared with his almost one million followers, Kay, dressed in a red sequin jacket reminiscent of a Butlin's Redcoat, gave a tour of the Trecco Bay resort in South Wales. The promotion advertised holidays for just £99. The partnership appears to be ongoing, with plans for him to visit Highfield Grange and Vauxhall Holiday Park in 2026.
Brand Deals and Sponsorships
Kay's commercial activities extend far beyond holiday parks. In November 2025, he announced a partnership with toy giant LEGO, appearing in an advertisement with his eldest daughter, Phoebe, 21. This single deal is believed to have earned him up to £50,000.
He has also fronted social media campaigns for Marks & Spencer, promoting their men's clothing ranges through posts and live shopping streams. Furthermore, Kay has showcased his skincare routine online while promoting brands like Wellman, a company with which his wife Tess has a long-standing association as the face of Wellwoman.
Additionally, Kay regularly performs as a DJ at his 'Dance Sounds Of The 90s' events across the UK. While linked to his radio profile, these gigs are thought to bring in "tens of thousands of pounds".
Navigating BBC Advertising Rules
The surge in Kay's external commercial work comes amid a perceived relaxation of BBC guidelines concerning advertising. Historically, BBC stars were restricted from leveraging their licence-fee-funded fame for direct endorsements. However, in recent years, these rules appear to have softened, allowing presenters like Kay to capitalise on their public profiles more freely.
With Tess Daly stepping away from her rumoured £400,000-a-year role on Strictly, Vernon Kay's diversified income streams demonstrate a strategic approach to building financial resilience and exploring new opportunities beyond his core broadcasting job.
