The X Factor - Pepsi Outbids Coke To Become X Factor Sponsor

Ending a bidding war between America's two largest soft-drink companies that, according to some uncorroborated accounts, reached nearly $100 million, Pepsi-Cola has won the right to become the official soft-drank sponsor of Simon Cowell's upcoming The X Factor. Exact terms of the deal were not disclosed, but in general, the network said, it calls for...

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