Sony Chosen as Official Sponsor of The X Factor U.S.

SAN DIEGO: Sony Electronics has been made the official consumer electronics sponsor of the soon-to-launch U.S. version of The X Factor, which debuts on FOX with a two-night series premiere on September 21 and 22.

The newest Sony electronics will appear in the season’s episodes through in-show integration, as well as product placement and advertisements in a multiplatform off-air marketing partnership for digital and social media.

The competitive series where viewers help choose the next worldwide musical talent is produced by Syco Television and FremantleMedia North America and executive produced by Simon Cowell, who will also serve as one of the show’s judges. The winner of the show will receive a $5 million recording contract with Syco/Sony Music.

"Being part of The X Factor arrival in the U.S. is a natural partnership fit for Sony," said Stuart Redsun, the senior VP of marketing communications at Sony Electronics. "We are combining the element of advancing music entertainment with Sony—the greatest consumer electronics and entertainment brand—and our make.believe promise empowers consumers to believe that anything they can imagine, they can make real."

"FOX is excited to collaborate with Sony Electronics on a truly organic integration partnership for The X Factor," said Jean Rossi, the president of FOX One and executive VP of sales for Fox Broadcasting Company. "Sony’s make.believe promise aligns perfectly with the aspirations of the talented singers and musicians striving to make their dreams come true on The X Factor."