The retail giant has signed a deal with Syco TV, FremantleMedia Enterprises and ITV, to become the exclusive fashion partner of The X Factor live final weekend at London’s Wembley Arena.
The show is one of the most-watched entertainment programmes in the UK and M&S’s key styles and trends for autumn/winter 2011 will be showcased to viewers through branding on the homepage of the show’s official website.
Users will also be able to access bespoke footage via an M&S branded video player and customers will have the chance to win tickets for the Saturday and Sunday evening live shows at Wembley.
M&S will also be the partner for all in-show competitions for the duration of both The X Factor on ITV1 and The Xtra Factor on ITV2 where they will have on-screen branding.
Steve Sharp, M&S executive director, marketing 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 looking forward to working with them over the next four months.”