As part of the deal, Nokia will gain a broadcast package for ITV1, ITV2, interactive TV and off-air rights including mobile content and online activity. Nokia will also sponsor the finalists' tour scheduled for March 2005.
The programme, which launches in autumn, involves singers, including bands, seeking to impress judges Cowell, Sharon Osbourne and Louis Walsh. Each judge will compete against each other to get one of their chosen acts to the final stages.
A source at ITV said the deal is worth in excess of £3m and will be supported by Nokia with a through-the-line campaign including retail marketing.
The sponsorship deal was hammered out by ITV Sales sponsorship manager Mark Rosenegk together with SponsorCom, the sponsorship division of MediaCom.
The off-air package rights were negotiated by FremantleMedia Licensing Worldwide on behalf of the format originator SiCo and production firm Talkback Thames.
Simon Lloyd, Nokia Mobile Phones head of marketing, said: "This high-profile sponsorship represents a new direction for Nokia and we're really excited to be associated with one of the flagship shows of ITV's autumn season."
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