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TalkTalk will continue to sponsor ITV's 'The X Factor' for another three years.

The UK broadband provider has supported the music talent show for the last five series, having signed its first sponsorship deal in 2009.

TalkTalk’s longstanding partnership includes sponsorship of 'The X Factor' across broadcast, online and 'The Xtra Factor' on ITV2. 

The deal also incorporates off-air activity relating to the talent contest, including sponsorship of the live final, live tour, website and mobile auditions.

In 2013, 'The X Factor' enjoyed a peak audience of 13 million and a 36 per cent market share, ranking as the highest-rated talent series among 16 to 34-year-olds.

Olivia Streatfield, Commercial Director at TalkTalk, said 'The X Factor' has played a big role in making TalkTalk TV Britain's fastest growing television service.

"Our sponsorship allows us to be in millions of homes across Britain every weekend," she stated.

"Customers love the exclusive access to the shows, from being able to sit in on sound checks to tickets to the live final."

Ms Streatfield said TalkTalk enjoys "a great deal of success" with 'The X Factor', and it is looking forward to the next three years.

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