M&S becomes exclusive fashion partner for The X Factor

The new series of The X Factor starts tomorrow night and M&S will be the partner for all in-show competitions, including for the main show on  ITV1 and The Xtra Factor on ITV2, and will have on-screen branding.

The deal means that M&S’s key autumn/winter 2011 styles will feature on the programme’s homepage and consumers can access special footage using an M&S-branded video player which will be available when the first live show airs in October.

Marks & Spencer marketing director Steve Sharp 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?”

Production company Syco TV head of commercial Mark Brittain said, “It is very exciting to have such a strong brand as 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.”