Simon Cowell Is Giving Up Coke


Pepsi has inked a deal to sponsor Simon Cowell's American version of The X Factor, Fox confirmed Monday. Pepsi will have commercial time and season-long integrations within X Factor as part of the arrangement. The company was allegedly involved in a $50 million bidding war with Coca-Cola, the soft drink that sponsored American Idol, for the sponsorship, but Cowell said he thought Pepsi was a better fit. And tastier. So did he ever even like all that Coke he was drinking on Idol? We've been had. [NYT]