Celebrity Traitors contestants are reportedly seeking guarantees that they will be chosen as villains, as the role becomes increasingly valuable to stars and their representatives. Industry sources claim some celebrities agreed to join the programme only if they had a chance of becoming a Traitor.
The accusation comes as the second series approaches its final two episodes, with casting discussions for the 2026 line-up said to have included negotiations between producers and celebrity agents over the roles available.
Producers insist that the decision remains theirs. However, they have acknowledged that contestants’ preferences are discussed during pre-filming conversations with host Claudia Winkleman and production staff before the final selection is made.
One industry insider said being chosen as a Traitor was now “the golden ticket”, offering considerably more screen time and attention than playing a Faithful.
“Now that stars and their management teams have realised how much extra attention being one of the chosen three can bring, they’re saying as soon as they’re approached, ‘I’ll do it, but only if I can be a Traitor,’” the source said.
“Claudia’s fingertip really is a bit of a Midas touch these days – there’s not a quicker way to make yourself one of the best known and most discussed faces on telly.”
The source said there were no guarantees that producers would agree, but added that agents could use their influence if a particular celebrity was considered important to the cast.
Among those said to have been keen to take on the role are actor Richard E Grant and comedian Joe Lycett. There is no suggestion that Maya Jama or her agent attempted to influence her selection.
Maya Jama benefits from Traitors exposure
Jama’s appearance as a Traitor alongside Grant has nevertheless given her a significant increase in exposure. Before joining the cast at Ardross Castle, she was best known for presenting ITV2’s Love Island and appearing as a panellist on The Masked Singer.
A showbusiness public relations expert said Jama had benefited from the amount of airtime she received and had reached a new audience through the programme.
“Maya has had so much airtime and it has served her extremely well,” the PR expert said. “She has cracked into a whole new place in the industry and people know her who didn’t in the past. It might not have happened that way if she had been a Faithful.”
There are also reports that Jama could sign with a more traditional entertainment agent as she seeks further acting opportunities, following her role in Netflix’s The Gentlemen.
Comedian James Acaster has similarly attracted extensive attention during the series, moving from a relatively low-profile career in stand-up and panel shows to becoming a much more widely discussed figure.
Last year’s winner, Alan Carr, also benefited from the programme’s reach. His humour, mischief and emotional finale helped strengthen his position as a major primetime personality.
However, the Traitor role carries risks. The deception and manipulation required by the format could damage a celebrity’s reputation, while Faithful contestants can also gain public support, as actress Celia Imrie and former rugby player Joe Marler demonstrated in the previous series.
“It’s like the first Big Brother – nobody really knew what to expect,” one source said. “But by the second series everyone knew what it could do for a career or profile, so games started to be played. It’s the same here.”
A spokesman for the programme said: “Whether a player is a Faithful or a Traitor at the start of the game is never guaranteed in advance and no one’s participation is contingent on that.”
The spokesman added that contestants’ preferred roles were considered during discussions with Winkleman and production staff, with selection made after those conversations.
Some television insiders remain sceptical, with one saying: “The industry runs on favours, gentle persuasion and nudges and winks among friends.”
The series has attracted more than nine million viewers and generated increased speculation, leaks and rumours. With competition expected to intensify for the next series, the coveted tap on the shoulder is likely to become even more sought after.
