PepsiCo will take center stage when Simon Cowell's "The X Factor" reality singing show makes its Fox network debut Sept. 21. As the show's lead sponsor -- having spent up to $60 million for that title -- the soft drink company has been integrally involved in the production, according to Cowell. Pepsi logos will be prominently displayed on the set, and the show's winning songster will appear in a Pepsi ad to be aired during February's Super Bowl.

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