The high-profile battle over who will be the cola sponsor of Simon Cowell’s new U.S. show, "The X Factor," is over, and the result marks a departure from Cowell’s longtime deal with Coca-Cola as sponsor of "American Idol," The New York Times reports.
Pepsi will be the sole season-long sponsor for "The X Factor," which the article points out gives Fox the ability to lock up both cola giants. Coca-Cola has locked up "Idol" for winter and spring and Pepsi will back "The X Factor" during its fall run.
Asked whether he takes personal joy in winning "The X Factor" sponsorship over Coke, PepsiCo Senior Vice President Frank Cooper laughed and said, "We love winning," the story says. "I love it. But I love it mostly because of what we can do with it."
Pepsi and Fox will work on marketing off the air and on a joint Web site, as well as creating a social media aspect. Pepsi will have regular commercial time through the show’s season, while its products will be integrated into the show, the story says, with specifics to be hashed out over the next few months.