The X FACTOR Gets Chevrolet Sponsorship

With The X FACTOR set to debut on FOX this fall, Chevrolet is taking advantage of the occasion and becomes the exclusive on-air, off-air and online automotive sponsor of successful talent-seeking TV show. Thus, the viewers who will help choose the next global superstar or breakout music act will also get to see a lot of Chevrolet presence both on and off the screen.

The automaker will make the most of it and will get 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."

"Our strategic partnership will allow Chevrolet to engage with new audiences and reach consumers through innovative programs across multiple platforms," said Keith Hindle, CEO Americas of FremantleMedia Enterprises.

However, the biggest change this season lies in the fact that Cheryl Cole is to be replaced in The X FACTOR judge panel by none other that Nicole Scherzinger, who will join Simon Cowell, Paula Abdul and Antonio "L.A." Reid in the search for undiscovered talent 12 years old or over – both solo artists and vocal groups.

Chevrolet also advertised and integrated product into Fox's hit show "Glee" during and following the National Football League championship in February.