Pepsi beats rival to X Factor US sponsorship

Soft-drinks giant PepsiCo has won the sponsorship of 'The X Factor' in the US, beating its rival Coca-Cola, according to reports.

Cheryl Cole: rumoured to be joining X Factor US
Cheryl Cole: rumoured to be joining X Factor US

Simon Cowell's American version of the show, due to air on Fox in the autumn, has signed a sponsorship deal with PepsiCo, today's Financial Times is reporting.

PepsiCo is yet to make an official announcement, and a figure for the contract has not been confirmed but it is expected to be around £6m.

Simon Cowell is due to be part of the American judging panel with Cheryl Cole, George Michael and Dermot O'Leary rumoured to be joining him.

Rival Coca-Cola is currently the official sponsor for 'American Idol', after striking a $35m with the show's makers. 'The American Idol' finale this year drew 23 million viewers across the US.

The UK version of 'The X Factor' is sponsored by TalkTalk, in a three-year deal worth £20m.

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