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

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Brand Central

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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