Sunday, June 13, 2021

PEPSI OUTBIDS COKE TO BECOME X FACTOR SPONSOR

January 4, 2011 by · Leave a Comment 

Ending a bidding war between America’s two largest soft-drink companies that, according to some uncorroborated accounts, reached nearly $100 million, Pepsi-Cola has won the right to become the official soft-drank sponsor of Simon Cowell’s upcoming The X Factor. Exact terms of the deal were not disclosed, but in general, the network said, it calls for Pepsi to receive a certain number of commercials within the talent contest, product placements, website sponsorship and various co-promotions and marketing opportunities. Asked by the New York Times whether he took any personal joy in “stealing” The X Factor from Coke, senior Pepsico exec Frank Cooper replied, “We love winning. There is absolutely personal joy in getting the X Factor property. I love it. … But I love it mostly because of what we can do with it.”