ITV seeks new partner for £15m X Factor sponsorship

ITV is on the hunt for a £15m-a-year sponsor for The X Factor as TalkTalk is to end its partnership after ten years.

TalkTalk: sponsored The X Factor for ten years through a series of multi-year deals
TalkTalk: sponsored The X Factor for ten years through a series of multi-year deals

The broadcaster has asked brands and agencies to submit initial offers by early December.

TalkTalk has had a series of multi-year deals dating back to when it was part of Carphone Warehouse, but has chosen not to renew the current three-year agreement.

It is understood that the brand is shifting its marketing plans to focus more on existing subscribers.

ITV has told agencies it is looking for £15m a year for the programme but is keen on a longer arrangement. TalkTalk reportedly paid £10m a year for three years.

There could also be opportunities for product placement "subject to Ofcom approval", according to the proposal seen by Campaign.

The X Factor was once Britain’s most popular entertainment show but ratings have fallen. Only 6.1 million people watched Honey G leave the contest last Sunday, while 10.6 million saw Ed Balls voted off BBC One’s Strictly Come Dancing.

ITV declined to comment on details of the sponsorship but a spokesman said: "From 2017, we will return with a new brand partner in one of the biggest sponsorships in TV."

A TalkTalk spokesman said: "We’ve enjoyed a fantastic ten-year relationship as proud sponsors of The X Factor. As we evolve our business, our priority has shifted and so too must our marketing strategy."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).