Shirley Ballas, the longtime host of BBC’s flagship dance show Strictly Come Dancing, took part in a MSC Cruises event that recreated the programme’s format without the broadcaster’s permission. The cruise, which sailed from Southampton to Norway last month, paid Ballas more than £10,000 and offered her a luxury suite in exchange for a night of dance‑masterclass, critiques and a specially‑designed diamante outfit.

MSC Cruises' £10,000 payment to Shirley Ballas

According to the Daily Mail, MSC Cruises compensated Ballas with a fee exceeding £10,000 and a complimentary suite for her participation in the on‑board Strictly‑style experience. The cruise line duplicated hallmark elements of the TV show, including the iconic theme music and Ballas’ signature scoring paddle, allowing guests to receive critiques that mirrored the televied format. This commercial arrangement bypassed any licensing agreement with BBC Studios, the arm that owns the Strictly brand.

BBC Studios cites brand‑jewel status of Strictly Come Dancing

BBC Studios,which produces Strictly Come Dancing, described the programme as a "crown jewel" of the corporation and warned that unauthorised use of its intellectual property could mislead audiences into believing the BBC endorsed the cruise. A BBC spokesperson explained that the corporation’s guidelines forbid talent funded by the licence fee from engaging in promotional work that "imitates, suggests a reference or connection to or passes off BBC content." The spokesperson added that any breach triggers corrective action to protect the brand and ensure commercial profits are reinvested into licence‑fee programming.

The Southampton‑to‑Norway cruise markeed as a “Strictly‑style holiday”

The MSC itinerary was advertised as a "Strictly‑style holiday," promising guests the chance to experience Ballas’ "energy, style and sparkle" at sea. The programme included a dance masterclass, a Q&A session where Ballas shared behind‑the‑scenes anecdotes, and a meet‑and‑greet. Promotional material featured the show’s signature music and visual cues, creating a direct association with the BBC property that the broadcaster had not approved.

Unanswered: Who authorized the cruise’s use of the Strictly theme music?

While BBC Studios confirmed it is in communication with MSC Cruises about the unauthorised event, the source did not disclose whether any MSC executive signed off on the use of the Strictly theme. moreover, it remains unclear if any internal BBC approval process was bypassed or if Ballas herself was aware of the licensing breach before accepting the engagement.

BBC executives have reportedly reprimanded Ballas for violating the corporation’s strict commercial‑activity guidelines,questioning her about the external engagement. An insider described the BBC’s reaction as "fury," noting the broadcaster’s determination to defend its intellectual property against multinational corporations with extensive legal resources.