What has happened to Phillip Schofield's advertising and charity partnerships? trends now

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. 

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.  

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. 

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 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

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