• by David Goetzl  @dgoetzl, June 10, 2011

General Motors said it has signed a deal to make Chevrolet a top-line sponsor of Fox's coming "The X Factor" singing competition in the fall. The deal includes integrations in the content and a broader marketing arrangement. 

Fox is taking the same ad approach to the show as it has with "American Idol," signing a soft-drink marketer (Pepsi) and now an automaker (Chevy) as marquee sponsors. A wireless category sponsor might be a third.

"Idol" has Coke, Ford and AT&T.

Pepsi already has promotions running on "The X Factor" Web site, where Chevy will also have a presence.

Jean Rossi, executive vice president of sales for Fox, indicated there is some linkage between the show's chance for an unknown to reach stardom and Chevy as "an iconic American brand that celebrates the everyday hero."

Chevy had an integration deal with Fox for the episode of "Glee" that ran post-Super Bowl in February.

Contestants on the show are ages 12-plus, while Simon Cowell is an executive producer. Judges include Cowell and Paula Abdul, both of "Idol" fame.

Ad Age first reported a deal between Fox and GM for the show.