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Pepsi Named Official Sponsor of The X Factor

Fox, Syco Television and FremantleMedia North America announced Pepsi as exclusive beverage sponsor of “The X Factor,” the award-winning show created and executive-produced by Simon Cowell that makes its U.S. debut in the fall on Fox. The spon

Fox, Syco Television and FremantleMedia North America announced Pepsi as exclusive beverage sponsor of “The X Factor,” the award-winning show created and executive-produced by Simon Cowell that makes its U.S. debut in the fall on Fox. The sponsorship includes an extensive, multi-platform off-air marketing partnership; weekly in-show integrations and placements; and an immersive content experience online.

“The best partnerships are always the most organic ones, and we feel a strong creative fit between Pepsi’s brand positioning and The X Factor,” says Keith Hindle, CEO Americas, FremantleMedia Enterprises. “The scale of Pepsi’s ambition for the show is as high as ours, so this is a great opportunity to further build the brand together in the U.S.”

The X Factor is produced by Syco Television and FremantleMedia North America. Simon Cowell, Cecile Frot-Coutaz (“American Idol,” “America’s Got Talent”), Richard Holloway and Andrew Llinares serve as executive producers. The X Factor has been produced or licensed by FremantleMedia in more than 20 territories to date, including Australia, Belgium, Colombia, France, Germany, the Netherlands, Russia, Spain, Turkey and the U.K. The X Factor has proved a global ratings success, with the recent U.K. finale capturing 20 million viewers with a 60 percent audience share.

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