Amazon has topped the list of new sponsors for this year's season of Nine's The Block, as the show returns for season 14.
As part of the new series, Amazon will be showcasing its Echo and Alexa products, with ads featuring Block contestants to be run throughout the show.
Nine group content strategy director Lizzie Young says the network is excited by the partnership with the tech giant and said the sponsorship is reflective on the constantly changing opportunities that come with the show's premise and format.
"What happens every year is that trends in styling, interior and design evolve which really helps with the show both creatively but importantly, commercially," she says.
"It acts as a way to continuously change up what we do with brands and how we approach the market and integrate them. This is important when you have something like a technology piece in the home, which only a few years ago didn't exist.
"Of course when you have someone like Amazon coming into the market, positioning itself as the 'heart of the home', it becomes an interesting way for us to then develop a strategy to make it 'heart of The Block'."
Joining Amazon this season as new sponsors are Suncorp, The a2 Milk Company, Canstar, smart home company Clipsal and Blueprint homes.
Suncorp will be taking a budgeting focus throughout the show, teaming up with judge Shaynna Blaze to help viewers spend and style better through dedicated 9Now content, and a ‘Home Hacks’ series addressing Australia’s most searched styling tips.
Canstar will be involved in bespoke ads with host Shelley Craft, while Clipsal will showcase a variety of its products throughout the season. Blueprint Homes has taken a local sponsorship in WA.
Young says she is confident that the show will perform well in the ratings and commercially for clients, hopefully continuing to match up with previous seasons' performances.
"This is the show that has proven time and time again that it can deliver for clients in really unique ways and that is important in the current landscape," Young says.
"It's part of a great television ecosystem. It has a strong content footprint, this is the type of brand that endures and it's a show that continues to lead the way."
Returning sponsors for this year include long-serving partner Mitre 10, alongside Domain, McCafe, Volkswagen, Youfoodz and Bluescope Steel.
Domain will be showcased throughout the season as the experts in property, with Alice Stolz, who will continue to make her weekly visits.
McCafe will be back with larger on-site pop-up cafes, while Mitre 10 ambassador Scott Cam will also return to provide "mighty helpful" tips to contestants.
Season 14 of The Block will again see five teams of renovators, aka The Blockheads, face off as they renovate St Kilda’s historic Gatwick Hotel, as the show returns 5 August.
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