Caffè Borbone renews its partnership with X Factor and launches the “Talento Espresso” competition

Caffè Borbone has renewed its partnership with X Factor for the fourth consecutive year, confirming its intention to support one of the most popular entertainment programmes in Italy and strengthen its relationship with consumers through engaging experiences with high emotional value.

The competition

For the occasion, the brand launched “Talento Espresso”, the new competition inviting participants to get involved and experience, from home and as protagonists, the world of the show, which airs every Thursday on Sky and streams on Now, and is always available on demand (also free-to-air every Tuesday on TV8 and every Wednesday on Cielo).

The collaboration with X Factor is part of Caffè Borbone’s ongoing efforts to strengthen its dialogue with its consumers through initiatives capable of bringing together entertainment and everyday life, taking the brand into those shared moments where passions, stories and new possibilities are born. Talent thus becomes the common thread running through the initiative, connecting people’s everyday lives with the story of X Factor: a programme that brings stories born even in the most familiar spaces onto the stage and transforms them into a shared event to enjoy at home on Thursday evenings.

From 6 October to 6 December 2026, all adult consumers resident or domiciled in Italy and the Republic of San Marino will be able to take part by purchasing at least 15 euros’ worth of Caffè Borbone products in a single qualifying purchase receipt, from physical or online retailers. Participation will be possible via the web or WhatsApp. After registering their purchase, consumers will immediately find out whether they have won one of the 62 Now vouchers, valid for three months of entertainment, shows and TV series.

A special prize

In addition to the instant win, the competition offers a unique opportunity for all music enthusiasts. After taking part, users will be able to upload a short creative video in accordance with the rules and compete for the final prize: the X Factor winning artist 2026 will visit the contest winner at home.

An experience designed to bring the excitement of the programme beyond the screen and further strengthen the bond that Caffè Borbone builds with its community every day through initiatives capable of generating participation and closeness.

The comment

“For Caffè Borbone, the partnership with X Factor represents an important opportunity to engage with consumers through a contemporary language capable of bringing together entertainment, emotion and participation. With the ‘Talento Espresso’ competition, we want to offer an original and engaging experience: not only daily prizes, but also the chance to enjoy a truly special moment, with a mechanism that, for the first time, puts up for grabs the opportunity to welcome the winner of X Factor 2026 directly into one’s own home. An authentic way to experience as protagonists the world of one of the most popular talent shows in Italy”, commented Danilo Esposito, Caffè Borbone’s marketing manager.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.