Cadbury and TV3 join forces for X Factor’s return

Shane Guest and TV3 Group's Sharon Casey launching the partnership

Cadbury's Dairy Milk will be the main sponsor on screen and in store for the TV3 talent show


Brand Central

23 June 2015

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TV3’s The X Factor has found its first new member of the team today with the announcement that Cadbury would be the official sponsor when the long-running talent show returns to screens this autumn. As well as the main show on Saturday and Sunday evenings, the iconic chocolate brand will also sponsor sister-show The Xtra Factor as well as all other X Factor related programming AND in-store logo usage rights. The deal is said to be worth a “significant” six-figures.

The sponsorship will be driven by Cadbury’s Dairy Milk and its #FreeTheJoy message. “Cadbury is already a part of people’s big-night-in ritual,” said Shane Guest, senior brand manager at Mondelez Ireland, “and this partnership will furhter enhance this as we bring our unique products and style to fans of The X Factor.”

Paula McCarthy, TV3 Group brand solutions director proudly pointed out that this year would mark the first year TV3 would be broadcasting The X Factor exclusively in the Irish marketplace (due to the arrival of UTV Ireland, which would not be broadcasting it in ITV’s place). “Together with the brand-new judging panel, we are looking forward to delivering more joy to the Irish public alongside Cadbury’s,” McCarthy said.




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