Radio 2 presenter Vernon Kay is significantly supplementing his substantial BBC salary with a portfolio of commercial side projects, a move that has come into sharper focus following his wife Tess Daly's departure from Strictly Come Dancing.
Strictly Exit Sparks Spotlight on Kay's Ventures
In October, Tess Daly, 56, alongside co-host Claudia Winkleman, 53, announced the shock decision to step down from the flagship BBC dance show after a remarkable 21-year tenure. Their final appearance was the Christmas Day festive special. While Winkleman has since been announced as the host of a new BBC chat show, Daly has yet to reveal her next career move.
This has turned attention towards her husband of 22 years, Vernon Kay. The broadcaster continues to earn a reported £395,000 annually for his mid-morning Radio 2 show, but it is his array of external endorsements and partnerships that are now generating significant interest.
A Diverse Portfolio of Endorsements
Kay has been actively promoting several brands in recent months. Notably, in December—the same month Tess left Strictly—he featured in a promotional video for Parkdean Resorts, showcasing a caravan holiday in Trecco Bay, South Wales, for just £99. In the playful clip, he danced on stage in a red sequin jacket, reminiscent of a Butlin's Redcoat, to his almost one million Instagram followers.
The partnership appears to be ongoing, with the caption hinting at future collaborations at other holiday parks in 2026.
Other ventures include:
- A LEGO Partnership: In November, Kay appeared in an advertisement for the toy brand alongside his eldest daughter, Phoebe, 21. Industry estimates suggest such a deal could be worth up to £50,000.
- Fashion and Grooming Campaigns: He regularly models and promotes menswear ranges for Marks & Spencer via social media and live shopping streams. Kay has also showcased his skincare routine while promoting the Wellman brand, which is linked to Tess's role as the face of Wellwoman.
- DJ Gigs: Kay tours the UK with his 'Dance Sounds of the 90s' nights, a venture connected to his radio work that is thought to bring in tens of thousands of pounds.
Navigating BBC Guidelines on Commercial Work
The apparent increase in Kay's commercial activities highlights a perceived relaxation of BBC rules regarding its stars leveraging their licence-fee-funded fame for advertising. Historically, such external work was heavily restricted, but in recent years several high-profile presenters have engaged in prominent brand partnerships.
With Tess Daly's future projects yet to be announced, Vernon Kay's multifaceted 'side hustle' strategy ensures a continued high profile and robust income for the family, which includes their two daughters, Phoebe and 16-year-old Amber.
His career, which began when he was scouted as a model in 1997, now seamlessly blends his BBC role with a savvy understanding of personal brand monetisation in the digital age.
