Marks and Spencer gets the X Factor

A deal with Syco, FME and ITV sees M&S become the exclusive fashion partner of the show.
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Marks and Spencer has signed an exclusive DTR fashion deal for the X Factor.

As part of the partnership, M&S branding will appear in the show’s competitions on ITV and ITV2 throughout the entire four-month run.

The X-Factor fashion collection will be showcased permanently on the show’s website homepage and M&S customers will be given the chance to win tickets to the Saturday and Sunday live shows.

Steve Sharp, executive director, marketing and Marks and Spencer, said: "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?"

Mark Rosenegk, VP brand partnerships UK at FME, said: "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 really looking forward to working with them over the next four months."

Mark Brittain, head of commercial at Syco TV said:
“It is very exciting to have 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 to fashion partnership with M&S is ideal.”

The X Factor opener is reported to have scored a record audience of 12.6 million over the weekend.

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