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Pepsi to sponsor Fox's 'X Factor'

January 4, 2011
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PepsiCo, Purchase, N.Y., announced that Pepsi will be the exclusive beverage sponsor of “The X Factor,” the upcoming Fox Broadcasting Co., Syco Television and FremantleMedia North America talent competition series. “The X Factor” is an international hit television show created and executive produced by Simon Cowell, former judge on Fox’s “American Idol.”

“‘The X Factor’s’ move to the U.S. is important because it’s about real excellence in music; from the selection of the artists, the development of their performances and the music they ultimately produce,” said Frank Cooper, chief consumer engagement officer of PepsiCo Americas Beverages, in a statement. “When you combine those elements with Pepsi’s own deep heritage in music and focus on advancing popular music, you have a powerful partnership that benefits artists, fans and music culture.”

Pepsi’s sponsorship includes an extensive, multi-platform off-air marketing partnership; weekly in-show integrations and placements and immersive content experience online, the company says. Pepsi will be the exclusive beverage sponsor of “The X Factor” on- and off-air.

“With Pepsi as an official sponsor, we have the opportunity to introduce incredibly exciting, one-of-a-kind initiatives that complement the creative spirit of ‘The X Factor,’” said Jean Rossi, president of Fox One and executive vice president of sales for Fox Broadcasting Co., in a statement. “Our marketing partnership with Pepsi will showcase more groundbreaking integrations and promotions that we continue to build at Fox.”

Debuting on Fox this fall, “The X Factor” is a competition series that gives viewers the opportunity to choose the next musical megastar. Musical artists in four categories, such as females under 25 years old, males under 25 years old, individuals older than 25 and groups, have the opportunity to try out in front of a panel of judges as well as in front of a live audience in venues across the country. Those who make it through the first auditions graduate to boot camp and will be mentored by one of the show’s judges, including Cowell, and whittled down until the top acts remain.

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