ITV may be reeling from the fallout of Phillip Schofield’s affair with a much younger colleague – but it is ‘Brand Schofield’ itself that has taken the biggest hit.
As one of Britain’s most famous and respected TV presenters, the 61-year-old racked up a series of lucrative advertising deals with the likes of Boots and We Buy Any Car – as well as several charity patronages.
But Schofield’s admission that he lied about an affair with a This Morning runner has led to many of his partners reappraising their relationship with the veteran broadcaster.
Boots today became the latest company to admit it had severed ties with Schofield, dealing a further blow after what’s already been a torrid few months.
Below, MailOnline appraises the current state of Brand Schofield.
Boots homeware and deli range
Boots partnered with Schofield for its Christmas range last year but has now removed all mentions of the present from its website.
The 61-year-old launched a selection of homeware and deli items with the Nottingham-based retailer, including an olive oil and balsamic vinegar set.
But Boots stopped working with Schofield earlier this year and yesterday removed any mention of his products from his website.
Schofield launched a selection of homeware and deli items with Boots, including an olive oil and balsamic vinegar set
A spokesman said: ‘We have already planned the majority of our Christmas range for 2023 and it does not include the Phillip Schofield food range.
‘This decision was made at the beginning of the year.’
Searches for Phillip Schofield on the Boots website now produce an error message.
However, links to some items still show on Google.
Searches for Phillip Schofield on the Boots website now produce an error message
When in Rome wines
Schofield’s eponymous wine brand was pulled from sale within hours of the company he linked up with being asked about the issue.
When In Rome Wine said their association with the presenter had come to a ‘natural end’.
However, they were still selling the wine through their website after the scandal broke, and it was only after they received media questions that Schofield’s wines disappeared on Tuesday night.
Schofield’s wine label, which sold two premium Italian wines, launched in 2020
When in Rome joined forces with the former This Morning presenter in 2020 to launch two new boxed wines. Pictured is one of the adverts he featured in
When In Rome Wine issued a statement to the media yesterday, which read: ‘We have worked with Phillip Schofield on his range of Italian craft wines for three years and this collaboration has drawn to a natural conclusion. There are no further plans to continue filling the Schofield range for future orders.’
One industry insider told MailOnline that the timing of the ‘natural’ end of the relationship has raised eyebrows in the wine merchant business.
They said: ‘It’s bizarre that it would be on sale in recent weeks, and in fact right up until the day before the press inquiry, and now seems to have come to a natural conclusion.
‘But there’s no doubt it would have happened sooner or later as Schofield as a brand is now toxic. To use an industry term, it’s corked.’
When in Rome’s website now says ‘there are no products in this collection’ when you search Schofield’s name
When in Rome joined forces with the former This Morning presenter in 2020 to launch two new boxed wines, sold through their website as well as shopping giants Waitrose and Amazon.
When in Rome chief executive and co-founder, Rob Malin, proudly said at the time: ‘Having someone like Phillip on board to support the box wine category, demonstrates the size of the opportunity we have in the market to educate consumers that there is another way to enjoy high quality wine that doesn’t have to be bought in a bottle.’
We Buy Any Car
We Buy Any Car included Schofield in its campaigns for nearly six years and encouraged shoppers to be ‘more like Phil’, with the TV personality reportedly paid £1 million per year to front the ads.
He appeared in countless tongue-in-cheek WeBuyAnyCar ads, which often portrayed him as ‘the most loved man in Britain’.
But the firm allowed his contract to lapse last autumn when he and his co-host Holly Willoughby came under fire queue-jumping while the Queen was lying-in-state.
We Buy Any Car included Schofield in its campaigns for nearly six years and encouraged shoppers to be ‘more like Phil’. He was reportedly paid £1million per year to front the ads
YouTube ads featuring the presenter have now been wiped.
We Buy Any Car declined MailOnline’s request for comment yesterday.
It is unclear what specifically prompted the firm to now remove the adverts – months after the partnership with Schofield ended.
Several of the campaign videos are still available for viewing on other channels on YouTube.
We Buy Any Car, which purchases second hand vehicles for cash, was among several brand’s teased in the wake of the scandal, with memes changing their branding to We Jump Any Queue shared widely on social media.
WeBuyAnyCar dropped Mr Schofield from its advertising campaigns in October last year. He is pictured here in one of its adverts
A spokesman told MailOnline at the time: ‘WeBuyAnyCar and Phillip Schofield agreed earlier this year that the WeBuyAnyCar/Phillip Schofield campaign would come to an end in 2022, having worked together for over five years.
‘The decision was made prior to any recent stories regarding Phillip.’
The Prince’s Trust, a charity set up by King Charles back in 1976 to help support disadvantage people under 30, removed Schofield as an ambassador earlier as it was ‘no longer appropriate to work together’.
The King’s charity, which has a number of celebrity partners including Fearne Cotton, Idris Elba and Gareth Southgate, has also taken steps to distance itself from Schofield.
References to the Prince’s Trust have since been cut from Schofield’s own website.
Schofield has also been removed as an ambassador from the Prince’s Trust website. He’s seen with King Charles at an event for the charity in 2019
The charity said it was ‘no longer appropriate’ to work with Schofield and he does not appear on its list of patrons
It previously read: ‘Outside of work, Phillip is an Ambassador for the charity The Prince’s Trust, dedicating time to further the work of supporting vulnerable young people in the UK.’
The page which details information ‘about’ the presenter is currently unavailable due to a website ‘error’.
Yesterday there were still photographs of Schofield laughing with the Monarch alongside Ms Cotton at a previous event, the Mirror reported.
A Prince’s Trust spokesperson, however, confirmed last night that Schofield would no longer work with the charity.
They said: ‘In light of Phillip’s recent admissions, we have agreed with him that it is no longer appropriate to work together.’
Shooting Star Hospice
Surrey-based children’s charity Shooting Star has also ended its relationship with Schofield after he spent more than 20 years as a patron.
The charity sought to distance its decision to drop Schofield from recent controversies, with a spokesman saying: ‘Phillip Schofield has not been an active patron since 2019 and therefore his patronage was formally ended earlier this year.
‘The decision to stand down Phillip was part of our review of some of our longer-term inactive relationships.’
Shooting Star Children’s Hospice has ended its relationship with Schofield after he spent more than 20 years as a patron
Schofield was listed on Shooting Star Children’s Hospices’ website as a patron most recently as of April 2.
But he was removed by the next update on May 8, according to internet archive site Wayback Machine – just days before his apparent feud with This Morning co-host Holly Willoughby emerged and a month after his brother, Timothy, was convicted for a string of child sex offences.
Schofield used to host an annual clay pigeon shoot in support of the charity and raised hundreds of thousands of pounds while doing so.
After the 2016 event, Shooting Star posted on its Facebook page to thank Schofield and described the presenter as an ‘awesome patron’.
In the post, Schofield was quoted as saying: ‘I’ve known the charity for so long I remember having the plans for one of the hospices on my kitchen table.
‘And if you visit, you realise it’s not a place of sadness – it’s a place of joy and celebration, and a place of happiness for families in those final hours, days, or months.
‘It’s awful to think anyone has to step through those doors but I’m so grateful the angels that work at Shooting Star Chase are on the other side.
‘The charity does an utterly incredible job and that’s why I’m proud to be involved.’