X Factor Scores Chevrolet as Sponsor

DETROIT: Automotive brand Chevrolet has signed up as an on-air, off-air and online sponsor of FOX’s upcoming The X Factor.

Fox Broadcasting Company, Syco Television and FremantleMedia North America announced that Chevrolet, as the exclusive automotive sponsor, will have in-show integrations, season-long organic product placement and an off-air marketing partnership with digital extensions The X Factor website and and social media.

"When The X Factor launches in the U.S., it seems very natural that Chevrolet is riding shotgun," said Rick Scheidt, VP of Chevrolet Marketing. "For the past 100 years, Chevrolet has been a cultural force in music, and we are proud to be partnering with FOX to support the next big thing for music fans and artists."

Keith Hindle, CEO for the Americas at FremantleMedia Enterprises, added, "Our strategic partnership will allow Chevrolet to engage with new audiences and reach consumers through innovative programs across multiple platforms."