Strictly Come Dancing finalist and Great British Bake Off winner John Whaite has claimed that car manufacturer Peugeot dropped him from a brand partnership after he revived his OnlyFans account.
Posting to Instagram on 24 March, Whaite shared a cheeky video apparently returning a vehicle to Peugeot. “Are you looking for a man that’ll last longer than this car? Well, that won’t be hard to find,” he quipped, adding, “Forgive me, Peugeot, for I have sinned.”
In the video’s caption, the TV personality poked fun at the situation: “Pettiness is in for 2025. When @peugeotuk found out about my OnlyFans, they asked me to no longer post about their brand and to give the car back. So I agreed. Disclaimer – this is just a laugh and it’s actually a decent car, but so much for being an inclusive brand…”
Whaite followed up on Instagram Stories with more commentary, suggesting that the French carmaker ended the partnership shortly after he relaunched his OnlyFans in February. In one post, he showed off the car keys adorned with an OnlyFans-branded keyring, joking with hashtags like “#ImNotBitter” and “#PornStarsCantDrivePeugeot”.
In a statement to the Daily Mail, a Peugeot spokesperson responded, saying:
“PEUGEOT collaborates with hundreds of content creators every year by providing vehicles or creating opportunities to experience the latest generation models. We continuously review our collaborator community and, after careful consideration, we recently took the decision not to renew our existing partnership with John Whaite when it reached its agreed conclusion at the end of March.”
The company added, “We understand John’s disappointment with our decision and wish him every success in the future.”
Whaite had announced his return to OnlyFans last month, sharing that he was stepping away from television to focus on business ventures, including his adult content. On the subscription-based platform, where he posts explicit gay content under the alias Jonny Boy, Whaite jokes he “serves cake”. He is now in the top 0.29% of OnlyFans creators, with over 160 posts.
He also operates a gourmet dessert business called Ruff Puff Brownies. “Since leaving the TV industry, I decided to focus on business,” he told the Daily Mail. “Now I run two fairly successful and exciting businesses. One sells brownies and cookies while the other is a meatier enterprise… If you want to buy my sweet treats head to Ruff Puff Brownies and if you want to buy my meat head to my OnlyFans page.”
Whaite became a household name after winning The Great British Bake Off in 2012 and went on to appear regularly on This Morning, Lorraine, and Steph’s Packed Lunch. He reached the Strictly Come Dancing final in 2021 alongside partner Johannes Radebe, forming the show’s first all-male same-sex dance duo. The pair later shared that they had developed a deep emotional connection during the show.
