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Just Eat, the online takeaway food service, has agreed a £10 million-a-year deal (€11.9m) to be the new sponsor of The X Factor and intends to launch a nationwide “Chef Factor” hunt for takeaway cooks to star in its branded clips.
Just Eat’s multiyear deal is one of the largest ever for a weekly show on UK television.
“It is a great fit for both brands as we each play a key role for millions of people every weekend,” said Barnaby Dawe, chief marketing officer at Just Eat. “The partnership will give the business a fantastic opportunity to reach an even broader audience.”