'X Factor' Gets Soft Drink Sponsor

Pepsi signs up for Cowell's new project on Fox

By Jon Lafayette -- Broadcasting & Cable, 1/4/2011 11:59:20 AM

Pepsi has signed on as official sponsor of Fox's highly anticipated musical competition series The X Factor produced by Simon Cowell.

Pepsi had a chance to sponsor Cowell and American Idol, but rival Coca-Cola got the rights to what became a phenomenon and TV's highest rated series. Fox had reportedly been in talks with both Coke and Pepsi about being the exclusive soft-drink sponsor of X Factor.

The sponsorship includes a multi-platform off-air marketing partnership; weekly in-show integrations and placements; and an immersive content experience online.

The X Factor, based on the hit show in the U.K., is expected to have its debut in the U.S. this fall.

It is produced by Syco Television and FremantleMedia North America.