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'X Factor' Gets Soft Drink Sponsor

By ( Broadcasting & Cable ) published

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.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.