Sony Sponsoring "The X Factor"
Sony has been named the official consumer electronics sponsor of the upcoming TV show "The X Factor," Fox Broadcasting and the show's producers announced Tuesday.
The show, created by and starring former "American Idol" judge Simon Cowell, will debut on Fox Sept. 21. The deal will include integration of Sony products with the show, both in terms of product placement and for the production of the show.
"Being part of 'The X Factor' arrival in the U.S. is a natural partnership fit for Sony," Stuart Redsun, senior vice president, marketing communications, Sony Electronics, said as part of the announcement. "We are combining the element of advancing music entertainment with Sony – the greatest consumer electronics and entertainment brand – and our make.believe promise empowers consumers to believe that anything they can imagine, they can make real."