X-Factor signs Carphone Warehouse as new sponsor

Carphone Warehouse is replacing Nokia as the sponsor of  ITV talent contest The X Factor.The retailer was previously sponsor of Channel 4 reality show Big Brother but pulled out earlier this year after the furore over alleged racism during the celebrity special.

It will sponsor all episodes of the forthcoming series on ITV1, repeats and brand extensions including The Xtra Factor on ITV2. The three-year deal also includes off-air package of rights covering broadband, interactive, licensing and merchandising rights. The fourth series of the show starts later this summer.

The show’s contestants will also make appearances in Carphone Warehouse stores across the country and the retailer will also offer customers exclusive content and promotions.

ITV has also unveiled Heinz Big Eat snack pot brand as the sponsor of Ant and Dec’s Saturday Night Takeaway series. The brand will sponsor the fourth series across all ITV channels.

The deal, negotiated by Vizeum, marks the first major marketing push for the brand since its launch in April.

Heinz chief marketing officer Suzanne Douglas says the sponsorship will help the brand target its core audience of mums and teenagers. Big Eat will also be supported in-store throughout the TV series.