• AdAge Mediaworks, Friday, June 3, 2011 10:30 AM

General Motors has signed on as a larger sponsor of Fox's new musical contest reality show, "X Factor." The sponsorship, which is likely to be something like Ford's long-time sponsorship of "Idol," will probably give the automaker product integration opportunities.

Unlike "American Idol" deals, it won't be season long. Pepsi has said it would be exclusive sponsor of the program. The show is getting a lot of interest at the upfronts. General Motors has had Chevrolet vehicles in CBS's "Hawaii Five-0" and TNT's "Men of a Certain Age."

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