PepsiCo to sponsor the X Factor in the US

PepsiCo to sponsor the X Factor in the US

The cola wars are set to return to US television after PepsiCo confirmed that it is sponsoring the new series of the X Factor talent contest.

PepsiCo confirmed the deal with the Fox network this week. It has sealed what is understood to be a multi-year sponsorship agreement for the X Factor, which will feature music industry veteran and television celebrity Simon Cowell.

The move puts PepsiCo in competition with The Coca-Cola Co on prime-time US television. It is also something of a coup for PepsiCo, because Coca-Cola has had a placement deal with American Idol, which is also on Fox, for nearly ten years. The two shows will, however, be shown at different times of the year.

PepsiCo has not released financial details of the sponsorship deal.