Pepsi Max and Walkers Extra Crunchy have teamed up to sponsor the ninth series of ITV pop-contest X Factor, which airs tomorrow at 8pm.

The new deal with Syco and FremantleMedia Enterprises will be supported by a through-the-line campaign including in-store and digital activity and on-pack promotions, offering consumers the chance to win tickets to the show’s live final in Manchester.

It is an extension of PepsiCo’s sponsorship with The X Factor USA last year, which continues when season two kicks off next month. The US deal saw the show’s winner Melanie Amaro appear in Pepsi’s commercial with Sir Elton John which premiered during this year’s Super Bowl.

“Through our on-pack ticket giveaway, this partnership offers our fans a chance to be part of one of the most watched entertainment programs on TV,” said UK Pepsi Max marketing manager Katharine Baker.

The on-pack promotion on Pepsi Max and Walkers Extra Crunchy will go live from late September for two months giving away two tickets every hour from 9am to 6pm every day.

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