Pepsi to sponsor Simon Cowell's "X Factor"

Tue Jan 4, 2011 12:15am EST
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By Kimberly Nordyke

LOS ANGELES (Hollywood Reporter) - Simon Cowell is now a Pepsi man.

The upcoming U.S. version of the music impresario's talent show "The X Factor" has signed a sponsorship deal with the soft-drink maker, Fox said Monday.

Pepsi will have commercial time and integrations within "X Factor" as part of the arrangement, which also calls for a joint website and marketing efforts.

The New York Times first reported the news of the deal after speculation surfaced last month.

Fox declined to comment on reports of a $50-100 million bidding war between Pepsi and rival Coca-Cola, a longtime sponsor on Cowell's previous show, "American Idol."

Cowell left Idol at the end of last season to focus on "X Factor," on which he will serve as judge and executive producer. It will premiere in the fall.