Pepsi to sponsor US 'X Factor' for $55m

Simon Cowell’s US ‘X Factor’ has signed $55m (€41.7m) sponsorship deal with Pepsi.

The 51-year-old star and his fellow judges will be seen drinking the beverage during the show and backstage in behind-the-scenes footage, with the music mogul is said to be delighted to have landed such a huge promotional deal.