Pepsi and General Motors’ Chevrolet are stepping away from sponsoring the X Factor this season, reports Ad Week. Pepsi signed a $60 million dollar agreement with the show before its inaugural season. But lower than expected ratings the 1st season, and no improvement the second probably scared them off extending the contract.
But all is not lost, when the competitive singing show premieres on September 11, FOX will be shilling for two new lucrative sponsors– Honda and Proctor and Gamble.
FOX sent out a press release Friday announcing the Honda sponsorship:
To help launch the redesigned 2014 Odyssey minivan, Honda has partnered with THE X FACTOR as the official automotive sponsor for Season Three. The campaign will feature three in-show integrations, digital voting sponsorship and off-air rights, as well as ownership of Fan Rewards. The Fan Rewards program provides incentives to fans for clicking and interacting their way through THE X FACTOR digital landscape with points to use for exclusive show and Honda merchandise.
“Families across the U.S. have a very personal relationship with their Hondas, and integrating our vehicles into one of America’s top-rated programs allows us to extend that connection to THE X FACTOR viewers and participants,” said Michael Accavitti, Senior Vice President of auto operations at American Honda. “As a part of our season-long sponsorship, the redesigned 2014 Odyssey will be an integral part of the contestant experience, and our engagement with THE X FACTOR community will extend beyond the show through a robust social media and online presence.”
P&G said that Factor presents “a natural fit for our collection of beauty brands.” The Cover Girl cosmetics line, Herbal Essences hair care and Secret deodorant/antiperspirant products will be promoted on the show.
Terms of the new deals were not disclosed.
Via Ad Week
