Cowell may can Coke for Pepsi sponsorship

Simon Cowell might be sitting in front of a Pepsi cup next fall when Fox debuts his new talent contest, “X Factor.”

The beverage giant is in talks to become a sponsor of the show, fronted by Cowell, the former “American Idol” judge, sources tell The Post.

“American Idol,” is due back on air in January and is sponsored very visibly by Pepsi’s arch-rival, Coke, which has been an integral sponsor for years.

Whether Pepsi signs on with Cowell’s new venture is still open to question since the show, being imported from the UK, is still a year from its US debut. Cowell, who turned 51 last week, and his production company, SyCo, part-owned by Sony Corp., are not expected to begin filming until June.

Pepsi’s interest comes as Fox network is out pitching Madison Avenue on becoming the exclusive soda category advertiser of the show. While talks with Pepsi are said to be taking place and at early stages, Coca-Cola and Dr. Pepper-Snapple may also be just as interested.

Coke could conceivably opt to sponsor both shows, but given the cost involved in supporting just one major talent show, that prospect seems unlikely. Sponsorship for “American Idol” cost upwards of $10 million, according to previous reports.

The more diversified PepsiCo, which has plenty of food and beverage brands in its stable, in addition to the flagship Pepsi label, doesn’t currently have an association with a big entertainment TV property — though it does have partnerships with MTV and NBC Universal, both of which help promote its non-profit giveaway contest, Pepsi Refresh.

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