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Pepsi to 'X-Factor"

  Arguably - arguably - this is a major on-screen development for "The X Factor," which bows this fall: Pepsi has joined as the charter soda sponsor. It's big  because Coke of course has long been "Idol's" soda sponsor, as fans long accustomed to ubiquitous on-stage signage, or those 40-ounce cups that Simon sucked from periodically well know. 

  Coke at "Idol;" Pepsi at "X:" The battle of the colas continues!  Here's SiCo's quote: “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.”

 In other words, Simon's gonna have to get used to cups with a different logo on 'em.

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