Fox’s upcoming singing competition "X Factor" has signed its second major advertiser, and that advertiser can be expected to place products in the programming, reports Brian Steinberg in Advertising Age.

The show signed General Motors as a larger sponsor, marking the show’s second major advertiser after Pepsi, according to the story.

GM vehicles will likely be woven into episodes of the program, but the arrangement won’t last the entire season, as Pepsi has said it would be the show’s exclusive season-long sponsor.

The new Fox program is receiving major interest from advertisers during this year’s upfront market, given the original version of the program is already a hit in the U.K.