Leading retailer Marks & Spencer will partner popular television programme The X Factor for its live finale at Wembley Arena later this year.
The high street store will be the talent show's exclusive 'fashion partner', meaning that its seasonal styles will be showcased both on screen and via the programme's website.
The two companies will also promote each other with competitions, with Marks & Spencer running contests for customers to win tickets for The X Factor; and M&S products up for grabs on the show.
Steve Sharp, executive director for marketing at Marks & Spencer, said: "M&S joining forces with The X Factor makes perfect sense.
"Fashion is a crucial part of The X Factor journey - for both the contestants and the viewers. So what better partner for the nation's favourite entertainment show than the nation's favourite retailer?"
The deal has been struck between Marks & Spencer and Syco TV, FremantleMedia Enterprises and ITV.
