Beyoncé - "Schoolin' Life"

J.R. Taylor Choreography

Tuesday, December 21, 2010

Simon Cowell (Getty Images)Simon Cowell and his fellow judges on the new X Factor will be seen drinking Pepsi during the show and backstage in behind-the-scenes footage after landing a $55 million promotional deal. 

A source said: “The deal is ostensibly between broadcaster Fox and Freemantle who make the show, not between Simon and his company Syco.

“But it’s a massive coup for him -- and shows how the big brands are all desperate to be associated with a man deemed to have the midas touch.”

The sponsorship deal is a huge boost for the music mogul as he prepares to launch the Stateside show next year, with main rival, Simon’s former show American Idol, enjoying a similar yet smaller deal with Coco-Cola worth $35 million.

The source added to the Daily Mirror newspaper: “The icing on the cake is that American Idol -- which Simon used to be a judge on -- is sponsored by Pepsi’s biggest rival. Simon is absolutely thrilled.”

Details of the show are still being kept under wraps with Simon set to announce the panel of judges -- rumored to include Cheryl Cole, Nicole Scherzinger, Noel Gallagher and George Michael -- early next year.