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.”