• by Wayne Friedman , August 5, 2011

Looking to extend its investment in "The X Factor," Pepsi, a major sponsor of the upcoming Fox competition show, will give the winner or winners a starring role in a Super Bowl spot. 

The Super Bowl will air on NBC in February 2012. Last year's Super Bowl was the most-watched television program in U.S. history with an average of 111 million viewers.

The winners of the big Fox show are already slotted to get $5 million and a recording contract with Sony Music and Syco, a joint venture of executive producer Simon Cowell and Sony.

Pepsi has made big singing talent a key part of its Super Bowl marketing in the past -- Michael Jackson, Madonna and Justin Timberlake have starred in a Pepsi commercial. Pepsi MAX brand is also the official soft drink of the NFL.

Pepsi outbid Coca-Cola for a major sponsorship agreement for "X Factor," inking a deal of around $60 million. Coke is one of the three major sponsors in Fox's other performance competition show, "American Idol."

General Motors' Chevrolet holds a major car sponsorship deal for "X Factor." Ford Motor has long held that sponsorship spot in "American Idol."