ITV have confirmed that The Carphone Warehouse will be the new integrated sponsor for the fourth series of its hit talent show The X Factor.

The three year deal will see The Carphone Warehouse sponsoring all episodes of the forthcoming series of The X Factor on ITV1, repeats and brand extensions like The Xtra Factor on ITV2. The deal also includes an extended off-air package of rights covering broadband, interactive, licensing and merchandising rights.

The X Factor fever will hit the UK’s 780 Carphone Warehouse stores and customer communications throughout the series with contestants from the show making appearances in stores across the country. The Carphone Warehouse will also bring their customers exclusive The X Factor content, promotions and live experiences.

The X Factor’s fourth series, which starts on ITV in the summer, will feature a fourth judge and another category. Contestants will be split into 14–24s boys; 14–24s girls; 25s and overs and groups. ITV also recently announced that Dermot O’Leary will be the new host.