Former England footballer Rio Ferdinand and his wife Kate have agreed to appear together on the upcoming ITV reality series I’m A Celebrity: The Wild Frontier, set to film in Canada next month. The couple will be the first married pair to participate in this spin-off of the well-known British franchise, which celebrates its 25th anniversary this year.

The series will feature celebrity contestants undertaking a range of physical and mental challenges, known as Bushtucker Trials, within the rugged and wilderness environment of the Canadian backcountry, an area noted for its bear population. The show is hosted by Ant and Dec, returning to present the new primetime installment.

This appearance marks Rio Ferdinand’s debut in reality television, shifting his public profile from football to entertainment, alongside Kate, who is recognized for her work as a television influencer and reality star. Sources close to the production described the couple’s dynamic as engaging and expect their participation to offer audiences a fresh perspective on Ferdinand beyond his football legacy.

Further casting includes musicians Brian McFadden and Keith Duffy from Westlife and Boyzone, respectively, each reportedly signing contracts worth around £100,000. The Ferdinands are understood to have secured a more substantial deal, reflecting their high-profile status. ITV officials have indicated ongoing negotiations with other notable personalities to complete the contestant lineup.

I’m A Celebrity: The Wild Frontier follows a previous South African edition of the show, which concluded three months ago and attracted an average nightly viewership exceeding five million. The South African season was marked by on-air tensions, notably between corridor boxing champion David Haye, ex-footballer Jimmy Bullard, and eventual winner actor Adam Thomas, who have all previously appeared on spin-offs or regular series.

The new Canadian production aims to build on the original format’s success by enhancing the visual and adventurous elements, capitalizing on the spectacular wilderness setting. ITV has kept many details under wraps but described the series as combining stunning landscapes with intense, action-packed competition. The show is scheduled to air next year and is anticipated to generate significant social media engagement.