July 21, 2017

The X Factor cooks up £10m Just Eat sponsorship deal



Just Eat new logo unveiled in September of 2016
By Just Eat (Just Eat) [CC BY-SA 4.0], via Wikimedia Commons

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 […]

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The News for the Gig Economy Staff is constantly searching the web for the latest news regarding freelancing and gig platforms to bring them to you in one handy place. All articles with this generic author have been sourced with the original location at the bottom of the piece. We encourage our readers to view the original source of all excerpts. NGE is a project of ARC Online, LLC.

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