PepsiCo signs UK X Factor deal

PepsiCo has penned a sponsorship deal with the producers of ITV1 talent show The X Factor as it looks to bolster its ties to music.

XFacor and Pepsi

Pepsi Max and Walkers Extra Crunch brands are teaming up with Syco and Freemantle Media for an undisclosed fee, for the ninth series of the singing competition, which starts this weekend (18 August).

The deal will be supported by X Factor-themed in-store, digital and on-pack promotions, which will give fans the chance to win tickets to the show.

PepsiCo’s tie-up with the series follows its sponsorship of the US version of the show last year where it featured the show’s winner Melanie Amaro in its Super Bowl TV spot in February. The company hopes the UK deal will drive cross-purchases between its two brands.

It is likely that that the food business will look to fold elements of the deal into its global ‘Live for Now’ music-themed campaign,the first global campaign for its flagship Pepsi brand, with additional activity later this year that could feature contestants.

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

Elsewhere, Pernod Ricard’s Jacob’s Creek is to replace Mini as the sponsor of ITV’s The Jonathan Ross Show. Idents will appear when the series starts tomorrow (18 August). They will feature two female characters drinking the Australian wine.

P&O Cruises was announced as the principle sponsor of ITV’s popular period drama Downtown Abbey yesterday (16 August), after penning a seven figure deal with the broadcaster.

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