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Chevrolet to sponsor ‘The X Factor’ on Fox


2 May 2011
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US broadcaster Fox, Syco Television and FremantleMedia North America have announced Chevrolet as the official automotive sponsor of ‘The X Factor’.

The show debuts later this year.

Chevrolet's sponsorship of the show includes automotive exclusivity in multiple episodes throughout the season that will feature in-show integrations, season-long organic product placement and an off-air marketing partnership with digital extensions that will include www.fox.com/thexfactor and social media.

Chevrolet will be the official automotive sponsor of The X Factor on-air, as well as the exclusive automotive sponsor off-air and online.

Chevrolet marketing VP Rick Scheidt said, "When The X Factor launches in the U.S., it seems very natural that Chevrolet is riding shotgun. For the past 100 years, Chevrolet has been a cultural force in music, and we are proud to be partnering with Fox to support the next big thing for music fans and artists."

Fox One president Jean Rossi said, "Fox is thrilled to partner with Chevrolet, an iconic American brand that celebrates the everyday hero, in launching the most anticipated series of the fall, The X Factor. We look forward to continuing our collaborative efforts with Chevrolet, which has become a key marketing partner for the network."

FremantleMedia Enterprises CEO US Keith Hindle said, "We are excited to partner with Chevrolet, one of America's oldest and most recognizable brands, as we continue to build momentum for the premiere season of ‘The X Factor’ in the US. Our strategic partnership will allow Chevrolet to engage with new audiences and reach consumers through innovative programs across multiple platforms."

The X Factor is a competition series that gives viewers the opportunity to help choose the next global superstar or breakout music act. The judges - Simon Cowell, Paula Abdul, Antonio "L.A." Reid and Nicole Scherzinger - will travel across the US searching for undiscovered talent 12 years old or over - both solo artists and vocal groups - who are willing to brave the panel for a chance to make their dreams come true.

In a departure from other singing competition series, the first time a contestant auditions for The X Factor judges, he/she will do so in front of an audience of thousands - raising the stakes and increasing the pressure to impress not only the judges, but also a potential legion of fans.

This will be the ultimate test to prove they have the vocal ability, charisma and stage presence that it takes to become a global superstar or breakout music act and win a $5 million recording contract with Syco/Sony Music.

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