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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).