Boots has announced a six-figure annual sponsorship deal with parenting site Netmums that will see the two organisations combine their content and expertise to launch a fully integrated partnership across the Netmums brand online, on social, on mobile and in store.

The partnership’s objective is to drive overall awareness of Boots’ Baby expertise, including a number of Netmum’s first, such as a Boots branded tab on the Netmums navigation bar, with users able to access exclusive content linking with seasonal Boots promotions, plus co-registration for Boots Parenting Club for Netmums members.

Alongside promotion for the Boots Parenting Club, there will be weekly on-site editorial features tying in with a series of seasonal Boots promotions, plus offers and user product trials for brand endorsement.

Netmums currently has over 8m monthly unique users. Netmums managing director, Rimi Atwal, said: “Buying for your pregnancy, baby and child is all about trust – and this deal brings together the two must trusted names in parenting. With £1 in every £10 on the UK high street now spent by a Netmum, the partnership is a win for Boots, Netmums and parents alike. It offers genuine integration, native solutions and the high quality content Netmums is renowned for across all platforms.”