PepsiCo joins forces with ITV's The X Factor

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PepsiCo has signed a sponsorship deal with The X Factor.

The deal, which will see Pepsi Max and Walker Extra Crunchy sponsor this year's live final, follows a previous deal between Pepsi and the US version of the show.

The UK deal was signed with Simon Cowell’s Syco Entertainment and FremantleMedia Enterprise, the commercial arm of the show’s producer. It will be supported by X Factor in-store, digital and on-pack promotions, which will give fans the chance to win tickets to the show. The hope is that exposure for the two brands will drive dual-purchase.

Commenting on the deal, Katharine Baker, UK marketing manager for Pepsi Max, said: “Following the success of Pepsi’s X Factor USA partnership, we’re really excited about extending our relationship with Syco, FME and The X Factor to the UK market to continue our strong music heritage.”

The X Factor, whose main series sponsor is Talk Talk, launched its latest series on Saturday. Initial ratings were lower than in previous seasons but still very strong compared to other shows. The show peaked at 9.9m (46% share) and had an average audience of 8.7m (42%).