Los Angeles, CA – January 04, 2011 – Fox Broadcasting Company (FOX), 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 in fall 2011 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.”
“With Pepsi as an official sponsor, we have the opportunity to introduce incredibly exciting, one-of-a-kind initiatives that complement the creative spirit of THE X FACTOR,” said Jean Rossi, President of FOX One and Executive Vice President of Sales for Fox Broadcasting Company. “Our marketing partnership with Pepsi will showcase more groundbreaking integrations and promotions that we continue to build at FOX.”
“The best partnerships are always the most organic ones, and we feel a strong creative fit between Pepsi’s brand positioning and THE X FACTOR,” said Keith Hindle, CEO Americas, FremantleMedia Enterprises. “The scale of Pepsi’s ambition for the show is as high as ours, so this is a great opportunity to further build the brand together in the U.S.”
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.
THE X FACTOR is produced by Syco Television and FremantleMedia North America. Simon 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% audience share.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $60 billion in revenue, PepsiCo’s people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
About Syco/Simon Cowell
Syco, with offices in London and Los Angeles, is a global music, television and film production joint venture between Simon Cowell and Sony Music Entertainment. Syco Television produces the BAFTA Award-winning “The X Factor,” which has topped the charts in Europe and in the U.K., where Cowell continues to serve as both executive producer and judge. Syco Television is also the owner of the “Got Talent” television format. Versions of both “The X Factor” and “Got Talent” are co-produced by Syco and shown in more than 40 countries.
Syco is also the record label home for such diverse international recording stars as Leona Lewis and Il Divo. Cowell has worked with artists selling more than 200 million albums and delivering more than 150 No. 1 records. He also executive-produces “America’s Got Talent” and judges and produces “Britain’s Got Talent,” which in 2009 launched the global singing career of Susan Boyle. Her debut Syco album sold over 8 million units in six weeks, making it the world’s biggest-selling album of 2009 and the fastest-selling album in history. In 2009, Cowell was named No. 1 in Hollywood Reporter’s Top 50 Most Powerful in Reality TV and one of Entertainment Weekly’s Top Entertainers of the Year.
FremantleMedia is one of the leading creators and producers of entertainment brands in the world. FremantleMedia is part of the RTL Group, Europe’s largest television and radio broadcast company, which is in turn 90 percent owned by Bertelsmann AG, one of the world’s major media and entertainment companies. FremantleMedia’s worldwide production arm is responsible for many of the world’s highest rated prime time entertainment, drama, serial drama and factual entertainment programmes. FremantleMedia Enterprises is the brand extension arm of FremantleMedia, offering a one-stop-shop for all Licensing, Distribution and Home Entertainment around the world. The FremantleMedia Group (which includes FremantleMedia North America, UFA, talkbackTHAMES, FremantleMedia Australia and Original Productions amongst others) has operations in 22 countries, one of the most comprehensive global networks, creating nearly 10,000 hours of programming a year, rolling out more than 60 formats and managing over 300 individual titles. FremantleMedia has some of the world’s most sought after and long running formats in its catalogue, and globally, produces such programmes as: Idols (co-produced with 19 Productions in the US), Hole In The Wall, Got Talent (co-produced with Syco in the UK and the US), The X Factor (co-produced with Syco in the UK), Take Me Out, Family Feud, The Price is Right, Farmer Wants A Wife, Gute Zeiten Schlechte Zeiten, and Neighbours.
Elissa Johansmeier / FOX
Jill Hudson / FOX
Manfred Westphal / FremantleMedia North America
Anne-Marie Thomson / Syco Television
Melisa Tezanos / PepsiCo Americas Beverages