Reality television is known for drama, but increasingly, breakups are proving to be a surprising boon for female stars and influencers. Public splits are being leveraged to secure brand partnerships, launch new ventures, and capitalize on the support of a dedicated fanbase.

The Breakup-to-Business Trend

Several recent examples illustrate this trend. Following a highly publicized scandal in 2023 where her partner, Tom Sandoval, cheated with Raquel Leviss, Ariana Madix saw a surge in opportunities. She secured brand deals with Bic razors, Duracell batteries, and Glad trash bags, some of which playfully referenced the breakup.

From Heartbreak to Brand Deals

Lindsay Hubbard also found opportunity after her engagement to Carl Radke was called off during the eighth season of their show. She quickly partnered with Cheez-Its in a knowing advertisement. Similarly, Paige DeSorbo launched a high-end sleepwear line and began developing a sitcom with Amy Poehler’s production company after her three-year relationship ended.

The Power of the Female Fanbase

Talent agent Paul Desisto, specializing in reality TV stars and influencers, notes that these events often have a positive impact on his female clients. “If someone is from a reality show or they’re big in United States pop culture, their following is going to be 80-to-90 percent U.S. millennial women,” he explained. This demographic tends to relate to and support women navigating breakups.

Amanda Batula's Rollercoaster

Amanda Batula’s separation from Kyle Cooke, announced in January after four years of marriage, initially appeared to follow the same pattern. As the show aired, depicting a deteriorating relationship, Batula launched brand campaigns with Buffalo Wild Wings, Baskin Robbins, and Invisalign. She even partnered with the marijuana brand Edie Parker Flower for a campaign.

A Swift Shift in Public Opinion

However, Batula’s success story took an unexpected turn when news surfaced of a developing “connection” with her castmate West Wilson, the ex-boyfriend of her close friend, Ciara Miller. A joint statement confirming their relationship led to a swift and negative reaction from fans, who quickly shifted their support to Miller.

The Fragility of Breakup Sympathy

Batula’s experience demonstrates that the benefits of a public breakup can be fleeting. Fans resurfaced a previous TikTok from Cooke, viewing it in a new light, and began expressing support for Cooke. The situation highlights how easily public perception can change.

The case of Amanda Batula serves as a cautionary tale: while a Bravo divorce can be lucrative, it’s also easily lost.