X Factor's new sponsor Just Eat launch 'Chef Factor' to find stars for their TV idents

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Just Eat have been revealed as the new sponsors of The X Factor for 2017.

The online food delivery company will takeover from Talk Talk in a new deal, having previously sponsored the X Factor app.

Just Eat will see its branding used both on and off air, including the TV idents around The X Factor, The X Factor App and website, The X Factor Live Final and The X Factor Live Tour.

And to celebrate this partnership, Just Eat will launch ‘Chef Factor’, a nationwide search for singing takeaway restaurant chefs to be the stars of their TV idents for the series.

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Just Eat say they want to take these unsung superstars of the kitchen and put their passion for food - and talent for singing - in the spotlight.

Just Eat will also offer its nine million UK customers exclusive access to the show, including behind the scenes content and ticket giveaways throughout the series.

Barnaby Dawe, Chief Marketing Officer of Just Eat, said: “We are thrilled to be partnering with such an iconic TV programme. It’s a great fit for both brands as we each play a key role for millions of people every weekend.

"Last year over 39 million people watched The X Factor, so the partnership will give the Just Eat business a fantastic opportunity to reach an even broader audience.

“We are especially pleased that we can use The X Factor sponsorship as a platform to celebrate our restaurant partners and drive orders to all of them. To have the opportunity to showcase the breadth and diversity of their cuisine – as well as their singing talent – is incredibly exciting for Just Eat.”

Simon Daglish, Deputy Managing Director, Commercial, ITV, added: “The X Factor is one of the biggest shows on TV and Just Eat were a big part of the last series as sponsors of the official app.

"I’m delighted that they will be extending that sponsorship for the new series and joining together two brands well known for creating fantastic weekends.”

Jayne Stephens, Head of Brand Partnerships, FremantleMedia UK, said: “The X Factor is a huge year-round opportunity and we’re excited to be working with Just Eat in an even bigger way this year, partnering with them across all The X Factor digital and real world touchpoints to bring Just Eat restaurant partners, customers and fans exclusive X Factor rewards and experiences at scale.”

The X Factor will air on ITV later this year.

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