TalkTalk is to continue as the sponsor of ITV1's hit talent show The X Factor for another three years, according to reports.
The Guardian states that the broadband provider has renewed its sponsorship deal with producers as it was given first refusal when its contract expired at the end of the last series.
It is believed that the £20 million deal includes sponsorship of the series, the following tour and exclusive online clips of performances from the show.
Tristia Clarke, Commercial Director of TalkTalk, told the newspaper: "The deal is about two things. It is about driving ongoing growth. But it is also about retention as much as acquisition.
"X Factor is such a brand in its own right that this is a full-year annual sponsorship."
TalkTalk recently announced that its total customer base now stands at 4.2 million subscribers.
The company added 42,000 net new broadband customers during the fourth quarter of the year ending March 31st.