Jul 27, 2011 at 02:20 PM
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Sony Electronics To Star in X FACTOR As Part of New Sponsorship

Sony Electronics will be the official consumer electronics sponsor of The X Factor, the music competition TV show created and executive-produced by Simon Cowell which will make its U.S. debut on Fox in September. The deal was announced by Fox, Syco Television and FremantleMedia North America.

As part of the deal, Sony consumer electronics products will be featured in episodes throughout the season, and a key in-show integration will highlight the Sony products used on the set. The in-show Sony integration, product placements and advertisements will be extended offline through digital and social media elements.

"Being part of THE X Factor arrival in the U.S. is a natural partnership fit for Sony," said Stuart Redsun, senior vice president, marketing communications, Sony Electronics. "We are combining the element of advancing music entertainment with Sony the greatest consumer electronics and entertainment brand and our make.believepromise 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, President of Fox One and Executive Vice President of Sales for Fox Broadcasting Company. "Sony's make.believepromise aligns perfectly with the aspirations of the talented singers and musicians striving to make their dreams come true on The X Factor."

The X Factor TV franchise, which originated in the UK, is a new competition series coming to the U.S. that will give viewers the opportunity to help choose the next breakout music act. The judges Simon Cowell, Paula Abdul, L.A. Reidand Nicole Scherzinger will travel the nation searching for undiscovered talent, which will be featured on the show and have a chance at winning a recording contract.

"We are thrilled to partner with Sony Electronics as excitement for The X Factor continues to build," said Amy Lorbati, SVP Branded Entertainment and Partnerships, FremantleMedia Enterprises. "Aligning ourselves with a great partner like Sony enables us to engage fans through innovative programs both on and offline and connect them with their favorite brands."