STAFF and customers at a Malvern Link pub are backing singing sensation Cher Lloyd in her bid for stardom on TV's X Factor.

The Anchor at Yates Hay Road now boasts a banner showing regulars' support for the 17-year-old performer, whose family lives nearby.

Jayne Peters, the landlady, said: "We've installed a big screen as well so that everyone can come along and cheer her on. Her uncle Damian Lloyd is one of our regulars."

Also showing support for Cher is Malvern firm Holywell Spring Water, which has won the franchise to supply the X Factor finalists' house with bottled water.

Rhys Humm, director of the company which bottle water at Malvern Wells, said: "Our first delivery has just gone out to the ITV studios."

The company got the deal because Mr Humm attended a business exhibition in Worcester last week and met a fellow businessman who told him that the producers were looking for products to be placed in the house.

"I emailed them and said that drinking pure water is very important for the singers because they have to look after their voices, and they got back in touch with me and placed an order," he said. "I hope we'll be able to see it on-screen.

"It's great to be involved in a TV show that has so many viewers as this. We're all supporting Cher and we hope that she gets through."

The 17-year-old former Dysons student remains most bookmakers’ tip for the top in this year’s event Cher has been one of the most talked-about contestants so far this year, and, with only two more auditions to be screened, most experts seem to believe there is very little opportunity left for many more rivals to emerge.

Although filming took place earlier this summer, X Factor bosses are remaining tight-lipped on which contestants progressed any further until the show is aired later this month on ITV.