Pepsi Signs Deal With 'The X Factor'

Judges on "The X Factor" will be sipping on Pepsi when the U.K. show debuts stateside on Sept. 21. The move is reportedly to combat Coca-Cola's ubquitous presence on "American Idol."

Pepsi branding will appear throughout "The X Factor," from the drinking cups on the judges' table to strategically placed banners like the one captured by Rick Mickshaw for The New York Times above. Pepsi will spend up to $60 million on the show sponsorship and will additionally offer the winner a prime spot in a Super Bowl commercial.