Carphone Warehouse Announces The X-Factor Sponsorship

ITV has confirmed that The Carphone Warehouse has signed a three-year deal to become the new integrated sponsor for the fourth series of hit talent show The X-Factor.

The deal will see The Carphone Warehouse sponsoring all episodes of the forthcoming series of The X Factor on ITV1, repeats and brand extensions like The Xtra Factor on ITV2.

The deal also includes an extended off-air package of rights covering broadband, interactive, licensing and merchandising rights.

Previously, Nokia sponsored the show, whilst The Carphone Warehouse withdrew its sponsorship from Big Brother following the Shilpa Shetty race row debacle.

The X-Factor’s fourth series, which starts on ITV in the summer, will feature a fourth judge and another category. Contestants will be split into 14-24s boys; 14-24s girls; 25s and overs and groups. ITV also recently announced that Dermot O’Leary will be the new host, replacing Kate Thornton.

The talent show format is set to boost the broadcaster’s ratings yet again this summer, following on from the success of Cowell’s latest franchise, Britain’s Got Talent.

The X-Factor’s final shows last series, which saw the rise to music stardom of Leona Lewis, attracted an average adult audience of around 8.8 million, giving ITV1 an almost 44% viewing share at the time. The final results programme pulled in an average of nine million adults, a 42% share.

Tristia Clarke, group marketing director for The Carphone Warehouse, said: "We are incredibly excited to sponsor the biggest show on television. At The Carphone Warehouse we know you like your phone, your way and with mobile phones forming a large part of the digital download market we understand how much our customers love music. We’re really looking forward to bringing them The X-Factor across all our channels."

Mark Rosenegk, sponsorship and branded content controller at ITV Customer Relations, added: "We are extremely excited about working with The Carphone Warehouse on our biggest entertainment format. The possibilities for connecting with customers on this property are endless, and the CPW demonstrated their commitment to maximising the potential of this powerful programme brand. Add new presenters, talent and changes in the format, The X-Factor 2007 is more eagerly anticipated than in any other year."

The telecommunications company will no doubt be hoping that no further incidents, such as the race row problems with Big Brother or the text vote issues of the last series of The X-Factor, mar its new partnership.

ITV was put in the spotlight following Channel 4’s Richard and Judy ‘You Say We Pay’ controversy, after Britain’s biggest broadcaster admitted to overcharging red button users by a combined total of £200,000 on eviction votes for The X-Factor.

Source: Media Tel