MediaWorld renews its partnership with X Factor and brings Peaq to the heart of the programme

For the second consecutive year, MediaWorld has renewed its partnership with X Factor 2026, the Sky Original show produced by Fremantle, broadcast on Sky Uno and Now.

Thanks to Sky Brand Solutions, Sky Media’s department, together with Fremantle, following the debut of the collaboration in 2025, the “Experience Champion” in electronics returns alongside X Factor with a project spanning the entire season, from the Auditions to the Live Shows, integrating technology into the programme’s everyday life and taking the partnership beyond the screen through digital content and events dedicated to fans and customers. A journey consistent with MediaWorld’s vision, which sees technology as a tool capable of supporting people in expressing their talent and passions.

The Peaq brand

The protagonist of the 2026 edition is Peaq, which enters the scene from the selection stages. During the Auditions, a Peaq TV will be present in the waiting area, while the crew will use the brand’s tablets to call aspiring contestants backstage before their performance. With the start of the Live Shows, Peaq will also enter the Loft, the rehearsal room and backstage, where TVs, tablets and audio solutions will accompany the preparation of songs, assignments and the viewing of performances.

The Loft will also feature partyboxes and speakers from the Peaq by Robbie Williams collection, while the contestants will receive their own personalised pair of headphones during a special unboxing moment. Technology will thus be present throughout the entire journey that takes the talents from preparation to the stage, right through to the clips introducing the performances during the Live Shows.

The digital channels

The collaboration will also take place on MediaWorld’s digital channels, with backstage content, videos and galleries dedicated to the competition, and will directly involve customers through a prize competition valid until 8 November 2026 , offering tickets to attend the programme’s final, which will be held on 3 December at the Unipol Forum in Assago, giving them the chance to experience the excitement of the talent show live.

The MediaWorld Studios

With the start of the Live Shows, X Factor 2026 will also arrive at the MediaWorld Studios at the Tech Village di Milano Certosa. Here, Bryan Box, a well-known radio presenter, will host the Xtra Talk with the protagonists of the competition every week, to tell the story of their experience on the programme and explore their artistic journey. The episodes will be recorded and published on MediaWorld’s YouTube channel, while close to the Final, the Studios will welcome the finalists for a special episode, broadcast via live streaming, and a Meet and Greet with the fans. The event will be amplified across the digital touchpoints of MediaWorld and X Factor 2026.

The commentary

“With X Factor, we want to go beyond simply having a brand presence and build a partnership that truly brings technology, music and entertainment together. For us, this means creating the conditions for technology to become a tangible part of the talents’ journey, supporting them in those moments when an idea takes shape,” declares Francesco Sodano, MediaWorld’s marketing director.

“The second year allows us to take things a step further, bringing Peaq even closer to the moments that mark the contestants’ journey and, at the same time, bringing part of that story to life in our spaces too, with a dedicated area present in every store and across our channels. This is the direction we want to follow: creating connections between technology, content and people, transforming a partnership into something the public can experience first-hand.”

To further amplify the visibility guaranteed by the sponsorship, as last year MediaWorld will have a presence throughout the programme, for the entire period it is on air until the day of the final, with a total video media domination on Sky, which will involve the delivery of various advertising formats around the various live and on-demand content accessed on the different channels (linear TV, connected TV, Sky Go app) and on the various devices available.

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.