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Online food order and delivery service Just Eat is to become the new broadcast sponsor of ITV talent show ‘The X Factor’.
The new partnership will go live when Series 14 of ‘The X Factor’ airs later this summer on ITV on Saturday and Sunday nights.
The deal follows Just Eat’s 2016 sponsorship of the official ‘X Factor’ app. The app was downloaded over 2.3 million times, with viewers benefitting from the instant takeaway ordering functionality.
At the heart of this year’s sponsorship will be Just Eat’s 27,600 restaurant partners, which serve more than 100 types of cuisine to over nine million customers nationwide across the length and breadth of the country.
In the coming months Just Eat will launch ‘Chef Factor’: a nationwide hunt for real chefs to star in Just Eat’s TV idents that will appear at the beginning and end of commercial breaks during ‘The X Factor’.
Just Eat said it ‘wants to take unsung superstars of the kitchen and put their passion for food – and talent for singing – in the spotlight’.
The company will also offer customers exclusive access to the show, including behind the scenes content and ticket giveaways throughout the series.
Barnaby Dawe, chief marketing officer of Just Eat, said: “We’re thrilled to be partnering with such an iconic TV programme. It’s a great fit for both brands, as we each play a key role for millions of people every weekend.
“Last year over 39 million people watched ‘The X Factor’. So the partnership will give us a fantastic opportunity to reach an even broader audience.
“We’re especially pleased that we can use ‘The X Factor’ sponsorship as a platform to celebrate our restaurant partners and drive orders to all of them.
“To have the opportunity to showcase the breadth and diversity of their cuisine – as well as their singing talent – is incredibly exciting.”
Simon Daglish, deputy managing director, commercial of ITV, added: “’The X Factor’ is one of the biggest shows on TV and Just Eat was a big part of the last series as sponsors of the official app.
“I’m delighted that they will be extending that sponsorship for the new series and joining together two brands well known for creating fantastic weekends.”
‘The X Factor’ team is currently on a nationwide tour in search of the next big breakout music stars. Locations scheduled from today (Friday April 28) to Sunday (April 30) are Liverpool, Birmingham and Belfast, followed by Isle of Man on Monday (May 1), London next Saturday (May 6) and Manchester on the following Sunday (May 14).
