MUMBAI: US broadcaster Fox, Syco Television and television format creator and distributor FremantleMedia North America have announced Sony Electronics as the official consumer electronics sponsor of The X Factor.

The show will debut with a two-night series premiere event on 21 September. The latest Sony consumer electronics products will be featured in episodes throughout the season, and a key in-show integration will highlight the Sony products used on the set.

The in-show Sony integration, product placements and advertisements will be extended with an integrated multi-platform, off-air marketing partnership that will include online digital and social media elements. 
 
Sony Electronics senior VP, marketing communications Stuart Redsun said, "Being part of ‘The X Factor‘ arrival in the U.S. is a natural partnership fit for Sony. 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."

FremantleMedia senior VP branded entertainment and partnerships Amy Lorbati said, "Aligning ourselves with a great partner like Sony enables us to engage fans through innovative programmes both on and offline and connect them with their favorite brands."