Pepsi fizzes as official sponsor of X Factor US

Deal includes off-air marketing partnership, as well as show placements.
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Pepsi has been named as an official sponsor of The X Factor in the US when it launches this autumn.

The deal was struck by Fox Broadcasting Company, Syco and FremantleMedia North America and will mean that Pepsi will be the exclusive beverage sponsor of The X Factor both on and off-air.

In addition, the sponsorship includes an extensive off-air marketing partnership, weekly in-show integrations and placements, plus an online experience.

"The X Factor's move to the US 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 at PepsiCo Americas Beverages. "When you combine those elements with Pepsi's own deep heritage in music, you have a powerful partnership that benefits artists, fans and music culture."

Jean Rossi, president of Fox One and EVP of sales for Fox Broadcasting Company, added: "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."

Keith Hindle, CEO Americas, FremantleMedia Enterprises, concluded: "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 US."


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