Supermarket chain Iceland is building on its Real Mums campaign by sponsoring a new weekly X Factor supplement in the News of the World.
The four-page pull out launches this Sunday to coincide with the X Factor's first live show and will feature Iceland branding on the cover and its advertising throughout.
The deal was brokered between Mediacom North and the Manchester office of News of the World owner News International.
Nick Canning, executive director of Iceland, said: “This media opportunity gives us a fantastic chance to put together our new campaign of Iceland mums with the News of the World and the X Factor. They both represent a very strong fit with our target market.”