Talk Talk in £20m X Factor sponsorship

X Factor's Joe McElderry: Talk Talk sponsorship
X Factor's Joe McElderry: Talk Talk sponsorship

The UK's second largest broadband provider TalkTalk has renewed its sponsorship of ITV1 flagship property X Factor, committing to a further three-year deal understood to be worth £20m.

The deal will build on the success of the X-Factor, which was won last year by 18-year-old Joe McElderry. 

A Talk Talk spokesperson confirmed the deal but would not verify its value.

TalkTalk also announced its first quarter results, adding 42,000 new customers in the first three months of the year, according to its first trading update since it de-merged from Carphone Warehouse in March and a full ten months after it bought broadband rival Tiscali.

Revenues at the group in the first quarter jumped by 21.7 per cent to £1.69bn.

The company has also committed itself to Project Canvas in partnership with the BBC, ITV, Channel 4, Five and communications companies Arqiva and BT.  

"We are confident of that revenue growth. This is a growing business and we plan to keep growing," said TalkTalk founder and chairman Charles Dunstone.

McElderry was controversially beaten to the Christmas number one slot, traditionally held by X Factor finalists, by heavy rock band Rage Against The Machine following a Facebook campaign on behalf of the group.

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