The X Factor UK Signs Marks & Spencer as Partner

August 19, 2011 World Screen
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LONDON: Marks & Spencer has firmed up a deal with Syco TV, FremantleMedia Enterprises (FME) and ITV to become the exclusive fashion partner of The X Factor for the U.K.

As the exclusive fashion partner, Marks & Spencer styles and trends for fall/winter 2011 will be featured on The X Factor’s homepage. Users can also access bespoke footage via an M&S-branded video player that will be available when the first live show airs in October. The retailer will offer tickets to the live finale shows at Wembley Arena for customer and employee competitions that will promoted via multiple channels, including social networking and in-store activity.

Marks & Spencer will be the partner for all in-show competitions for the duration of both The X Factor on ITV1 and The Xtra Factor on ITV2, with on-screen branding.

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Steve Sharp, the executive director of marketing at Marks & Spencer, commented, “M&S joining forces with The X Factor makes perfect sense. Styling and fashion is a crucial part of The X Factor journey—for both the contestants and the viewers. So what better partner for the nation’s favorite entertainment show than the nation’s favorite retailer? We’re delighted that our customers will have the chance to share in the excitement too with a chance to win tickets to the live finals at Wembley.”

Mark Brittain, the head of commercial at Syco TV, said, “It is very exciting to have such a strong brand like M&S joining forces with us to shine the spotlight on the new generation of The X Factor. With two such evolving and fresh brands the fashion partnership with M&S is ideal.”

Mark Rosenegk, the VP of brand partnerships for the U.K. at FME, added, “The ideas that M&S came to us with were really compelling and a great fit for The X Factor brand. They’re an ideal fashion partner and we’re looking forward to working with them over the next four months.”

Kate Glover, account sales manager at ITV, said, “It’s great to have M&S on board and we’re really excited be working with them again.”