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.