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DETROIT – Chevrolet will be the exclusive on-air, off-air and online automotive sponsor of “The X FACTOR,” the award-winning international competition series that lets viewers help choose the next global superstar or breakout music act.
The announcement was made Thursday by Fox Broadcasting Company (FOX), Syco Television and FremantleMedia North America. The X Factor was created by Simon Cowell, who is also executive producer. The X FACTOR debuts on FOX this fall.
Chevrolet’s wide-ranging sponsorship 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.
“When THE X FACTOR launches in the U.S., it seems very natural that Chevrolet is riding shotgun,” said Rick Scheidt, vice president of Chevrolet Marketing. “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.”
Said Jean Rossi, president of FOX One and executive vice president of sales for Fox Broadcasting Co.: “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.”
Chevrolet advertised and integrated product into Fox’s hit show “Glee” during and following the National Football League championship in February.
“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 U.S.,” said Keith Hindle, CEO Americas of FremantleMedia Enterprises. “Our strategic partnership will allow Chevrolet to engage with new audiences and reach consumers through innovative programs across multiple platforms.”
THE X FACTOR judges – Simon Cowell, Paula Abdul, Antonio “L.A.” Reid and Nicole Scherzinger – will travel the nation 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, initial contestant auditions for THE X FACTOR judges will include 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.
THE X FACTOR is produced by Syco Television and FremantleMedia North America. Simon Cowell, Rob Wade and Siobhan Greene are executive producers for Syco Television. Cecile Frot-Coutaz, Richard Holloway and Andrew Llinares serve as executive producers for FremantleMedia North America.
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