Phone firm pulls plug on X-Factor sponsorship

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The mobile phone firm is believed to have been angered after Ofcom rapped spin-off show The Xtra Factor for appearing to promote the company.

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Phone company Nokia has ended its sponsorship deal with reality show the X-Factor. Singer Dannii Minogue will join the popular show as a judge, replacing Louis Walsh

The mobile phone company sponsored the first three series of the talent show and now ITV has announced that it is looking for a new sponsor for its fourth series.

Nokia's acting head of marketing Marcus Dacombe said: "Nokia's relationship with The X Factor over the last three years has been beneficial for both brands. We wish the programme well."

ITV's brand partnerships director Gary Knight said: "This is a fantastic opportunity to be associated with one of the biggest entertainment shows on British TV.

ITV claims other mobile phone companies are already queuing up to offer their cash in return for the prime-time advertising opportunity.

Companies believed to be in the running include Carphone Warehouse - which withdrew sponsorship from Big Brother following its racism row - and Samsung.

Kate Thornton and show judge Louis Walsh were sacked from the ITV1 talent show in March.

Dannii Minogue will be a new judge, while show chiefs are still hunting for a fourth for the new series.