Nokia to sponsor Cowell's new ITV reality show X Factor

Sam Matthews,, brandrepublic.com, Wednesday, 01 September 2004, 11:00am,

LONDON - Nokia is to sponsor Simon Cowell's ITV talent show, 'X Factor', with extensive marketing activity -- a first for the mobile handset supplier.

The sponsorship deal is also billed as the biggest Nokia has undertaken in the UK and includes all creative and integrated activity provided by its marketing agency Haygarth.

Simon Lloyd, head of marketing for Nokia, said: "This is the largest and most exciting UK sponsorship deal we have ever invested in and is part of a wider programme to further engage consumers in the Nokia brand."

Nokia will get on-air exposure in sponsorship bumpers immediately before and after the show and during ad breaks. In addition, the package will encompass retail exploitation through point-of-sale material, online marketing activity and promotional marketing demonstrations.

'X Factor' will air on ITV from September 4 through to mid December. Thousands of hopefuls have already attended auditions around the country in a bid to be chosen by the three judges: Cowell; Louis Walsh, the former Westlife manager and judge on 'Popstars The Rivals'; and Sharon Osbourne.

The sponsorship deal has been negotiated and will be project managed by SponsorCom, while PR will be handled by Red.

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This article was first published on brandrepublic.com