Pepsi Wins Bidding War to Sponsor Simon Cowell's 'X Factor'

Simon Cowell is now a Pepsi man.

The U.S. version of The X Factor, which Cowell's Syco Television produces with FremantleMedia North America, has inked a deal with the soft-drink maker to become an official sponsor of the singing competition, Fox confirmed Monday.

Pepsi will have commercial time and integrations within X Factor as part of the arrangement, which also calls for a joint website and marketing efforts.

"The social community, the Internet, is going to be a vital part of building up the buzz about this show," Cowell told theNew York Times, which first reported the news of an official deal with Pepsi on Monday after speculation surfaced last month.


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