“X Factor America” Pepsi Sponsorship
Coke may be King on American Idol, but Pepsi will be the reigning soft drink of choice once rival FOX talent show The X Factor America invades US airwaves in 2012.
The US X Factor has signed $55 million sponsorship deal with Pepsi, Britain’s Daily Mirror has learned. Simon Cowell and his panel of judges will be seen drinking the caffeinated beverage during performances, backstage, and in behind-the-scenes footage featured on the singing competition, the tabloid claims. Coca-Cola enjoys a similar $35 million deal with Idol.
Details on the American adaptation of the ITV hit are still being kept under wraps, but Simon is expected to announce the panel of judges – rumoured to include British singer Cheryl Cole, Pussycat Doll Nicole Scherzinger, and Oasis’ Noel Gallagher — early next year.