M&S gets the X Factor

The X Factor may have lost Simon Cowell and Cheryl Cole, but instead it is forging a new relationship with M&S. Arguably one of Britain's most successful television series with millions of viewers each week, Marks & Spencer has signed

a deal to become the exclusive fashion partner of The X Factor live final weekend and the fashion section of the official website.

The agreement with Syco TV, FremantleMedia Enterprises and ITV means that M&S' key styles and trends for autumn/winter 2011 will be showcased to viewers on the show's homepage. Users will also be able to access bespoke footage via an M&S branded video player which will be available when the first live show airs in October.

Steve Sharp, Executive director, marketing at Marks & Spencer, commented: “M&S joining forces with The X Factor makes perfect sense. Styling and fashion is a crucial part of The X Factor journey - for both the contestants and the viewers. So what better partner for the nation's favourite entertainment show than the nation's favourite retailer?

“We're delighted that our customers will have the chance to share in the excitement too with a chance to win tickets to the live finals at Wembley.”

Mark Brittain, head of commercial, Syco TV, said: “It is very exciting to have such a strong brand like M&S joining forces with us to shine the spotlight on the new generation of The X Factor. With two such evolving and fresh brands the fashion partnership with M&S is ideal.”

Mark Rosenegk, VP brand partnerships UK at FME added: “The ideas that M&S came to us with were really compelling and a great fit for The X Factor brand. They're an ideal fashion partner and we're looking forward to working with them over the next four months.”

The X Factor is one of the most-watched entertainment programmes in the UK. Airing on ITV, the UK's largest commercial broadcaster, The X Factor was created by Simon Cowell and is owned and co-produced by Syco TV (a joint venture between Simon Cowell and Sony Music Entertainment) and talkbackTHAMES (a FremantleMedia company).

Image: X Factor