Pepsi named official sponsor of The X Factor


Simon Cowell’s fall debut of “The X Factor,” the new competition series on Fox that gives viewers the opportunity to help choose the next musical megastar, will bring on  Pepsi as the official sponsor. Like Coke for “American Idol,” Pepsi will get a multi-platform off-air marketing partnership; weekly in-show integrations and placements; and online content immersion.

The judges will travel the nation searching for undiscovered talent of any age – both solo artists and groups – who are willing to brave the panel of experts and the American public for a chance to make it big. Fox, Syco Television and FremantleMedia North America are behind the American rollout of the show (it’s currently licensed in the numerous countries, especially in Europe).

Differing from American Idol, The X Factor takes the initial auditions in front of the judges as well as in front of a live audience of thousands in venues across the country. Those contestants who survive the first auditions graduate to boot camp and will then are divided into four categories: girls under 25, boys under 25, individuals over 25 and groups. Each category will be mentored by one of the show’s judges, including Cowell. The contestants will be put through the paces and narrowed down until the top acts remain. The judges may have their say in how the competition progresses, but it will be up to America to decide who ultimately wins.