X Factor sponsorship renewed by TalkTalk

The sponsorship is a three-year deal considered to be worth £20m.

Apparently upbeat after reporting rising revenues in the first three months of the year, TalkTalk has renewed its sponsorship of the hit ITV talent show, "The X Factor".

The broadband provider and mobile phone operator said it added 42,000 new group broadband customers this quarter, with revenues rising 21.7 per cent to £1.69bn.

TalkTalk split from Carphone Warehouse in March and acquired broadband group Tiscali ten months ago, which has helped boost its profits.

The company has renewed its sponsorship of The X Factor in a three-year deal considered to be worth £20m, which is higher than its previous fees for the talent show that has seen record viewership over the last year.

TalkTalk's commercial director said the partnership has helped it significantly improve brand awareness. The new contract with ITV will include sponsorship of the show, tours and rights to exclusive online videos.