Advertising and Marketing

'X Factor' Gets Soft Drink Sponsor

Pepsi signs up for Cowell's new project on Fox 1/04/2011 11:00:00 AM Eastern

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.

September
October