Pepsi Partners with The X Factor U.S.

NEW YORK: Pepsi is to serve as an official sponsor of The X Factor, which Simon Cowell is bringing to the U.S. this fall, through a new agreement signed with Fox Broadcasting Company, Syco Television and FremantleMedia North America.

Pepsi will have an extensive multiplatform off-air marketing partnership for the competition series, as well as weekly in-show integrations and placements and an immersive online experience. Pepsi will be the exclusive beverage sponsor both on- and off-air. The X Factor debuts in the U.S. in fall 2011 on FOX.

“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, the chief consumer engagement officer of PepsiCo Americas Beverages. “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.”

“I am absolutely delighted Pepsi is going to be our partner for The X Factor in America,” said Cowell. “It feels like the perfect fit, and I love their ambition and excitement.”

“We are thrilled to welcome a beloved, innovative brand like Pepsi to The X Factor family,” added Peter Rice, the chairman of entertainment for Fox Networks Group. “Throughout its history, Pepsi has been known for being unique, fun and refreshing—and that is exactly the type of talent that The X Factor celebrates.”

“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,” commented Jean Rossi, the president of FOX One and executive VP of sales for Fox Broadcasting Company. “Our marketing partnership with Pepsi will showcase more groundbreaking integrations and promotions that we continue to build at FOX.”

“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,” remarked Keith Hindle, the CEO for the Americas at 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.”