Just Eat has struck a £10m-a-year deal to be the new sponsor of The X Factor and intends to launch a nationwide “Chef Factor” hunt for takeaway cooks to star in its branded clips.
Just Eat’s multi-year deal, one of the largest for a weekly show on British television, includes sponsorship of the X Factor TV show, app and the annual live tour.
The move marks a major ramping-up of the online takeaway food service’s marketing and advertising strategy following significant growth in its business after it swallowed Hungry House, its biggest competitor in the UK, for £200m in December .
A fall in viewing numbers for X Factor – last year’s final was the lowest-rated in the show’s 12-year history – has not dented the value of the deal. It is understood to be similar to the figure paid by TalkTalk, which last year ended its 10-year partnership dating back to when it was part of Carphone Warehouse.
ITV had reportedly been seeking as much as £15m a year for the sponsorship. The deal comes as Channel 4 kicks off the search for a sponsor for The Great British Bake Off, which will air on commercial TV for the first time later […]