They probably have him on speed dial and are itching for the next public scandal to break, it's the only way they can possibly acquire any participants. They've got nobody else waiting in the wings other than the reality sl*t gang.
2016 was definitely all about 'BB' for all the wrong reasons - Biggins & Bear.
Would any real celebrity want to go near it after that fiasco, and the fact that they'll hardly be featured in favour of others anyway? I doubt it very much.