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After serving as the flagship sponsor of Fox’s The X Factor for its first two seasons—an agreement that included extensive integrations and interactive elements—Pepsi has passed on a third go-around with the show.
Also stepping away from the struggling musical-competition program is General Motors’ Chevrolet marque.
When Pepsi first signed on as The X Factor’s primary sponsor in March 2011, it ponied up some $60 million for the opportunity. At the time, Simon Cowell’s new show was being touted as the next American Idol, a comparison that would prove to be unfounded.
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