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Fox, Syco Television and FremantleMedia announce Pepsi as sponsor of 'The X Factor'

by jmaloni
Tue, Jan 4th 2011 03:00 pm

Fox Broadcasting Company, Syco Television and FremantleMedia North America today announced Pepsi as an official sponsor of "The X Factor," the award-winning international phenomenon created and executive-produced by Simon Cowell that makes its highly anticipated stateside debut this fall on Fox.

The comprehensive sponsorship of "The X Factor" by Pepsi includes an extensive, multi-platform off-air marketing partnership; weekly in-show integrations and placements; and an immersive content experience online. Pepsi will be the exclusive beverage sponsor of "The X Factor" both on and off-air.

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

"I am absolutely delighted Pepsi is going to be our partner for "'The X Factor' in America," said Cowell. "It feels like the perfect fit, and I love their ambition and excitement."

"We are thrilled to welcome a beloved, innovative brand like Pepsi to 'The X Factor' family," said Peter Rice, chairman, entertainment, Fox Networks Group. "Throughout its history, Pepsi has been known for being unique, fun and refreshing - and that is exactly the type of talent that 'The X Factor' celebrates."

"The X Factor" is a competition series that gives viewers the opportunity to help choose the next musical megastar. The judges will travel the nation searching for undiscovered talent of any age - both solo artists and groups - who are willing to brave the panel of experts and the American public for a chance to make it big. "The X Factor" raises the bar and takes the initial auditions to an exciting and explosive new level, as the hopefuls will audition not only for the judges, but also in front of a live audience of thousands in venues across the country. The concert-like atmosphere will bring a new dimension to the performances, giving the contestants an opportunity to prove they have the whole package - vocal ability, charisma and stage presence - from the moment they step on stage.

Those contestants who survive the first auditions graduate to "boot camp" and will then be divided into four categories: girls under 25, boys under 25, individuals over 25 and groups. Each category will be mentored by one of the show's judges, including the inimitable Cowell. The contestants will be put through the paces and mercilessly whittled down until the top acts remain. Not only is it a battle between the hopefuls to stake their claim for the coveted win, but it's also a showdown among the judges as to whose acts will dominate and make it to the finals. The judges may have their say in how the competition progresses, but it will be up to America to decide who ultimately has "The X Factor."

Syco Television and FremantleMedia North America produce "The X Factor". Cowell, Cecile Frot-Coutaz ("American Idol," "America's Got Talent"), Richard Holloway and Andrew Llinares serve as executive producers.

"The X Factor" has been produced or licensed by FremantleMedia in more than 20 territories to date, including Australia, Belgium, Colombia, France, Germany, the Netherlands, Russia, Spain, Turkey and the U.K. "The X Factor" has proved a global ratings success, with the recent U.K. finale capturing a phenomenal 20 million viewers with a 60 percent audience share.

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