Brands & Merch Business News Media

TalkTalk renews X-Factor sponsorship deal

By | Published on Tuesday 6 May 2014

The X-Factor

‘The X-Factor’ has secured a new three year sponsorship deal with TalkTalk, reportedly worth £30 million.

The telecoms brand last renewed its contract with the TV show last year, getting the option to sponsor the show for three years, but only guaranteeing funds for one. This new deal seemingly re-commits for all three future series currently commissioned by ITV, as Simon Cowell and Cheryl Cole return to the judging panel.

Despite ratings continuing to slide for last year’s series, TalkTalk Commercial Director Olivia Streatfield spoke positively of her company’s association with the show, saying: “Thousands of TalkTalk customers join us every year at the live final, more tweets are sent about it than any other TV show and, with the return of Simon and Cheryl, we’re hugely looking forward to the next series”.

TalkTalk became the headline sponsor of ‘X-Factor’ in 2009, following two series sponsored by its former parent company The Carphone Warehouse.