PepsiCo becomes main sponsor of NBA

Noam Stiekema

PepsiCo becomes main sponsor of NBA, ending a 28-year agreement between the direct competitor Coca-Cola and the association. PepsiCo will be the official partner of the NBA for food and beverages, as well as female NBA, Development League and USA Basketball. The deal, which begins next season, covering North America, and China, where the NBA […]

PepsiCo NBA

PepsiCo NBAPepsiCo becomes main sponsor of NBA, ending a 28-year agreement between the direct competitor Coca-Cola and the association. PepsiCo will be the official partner of the NBA for food and beverages, as well as female NBA, Development League and USA Basketball. The deal, which begins next season, covering North America, and China, where the NBA is growing in popularity. The financial terms of the sponsorship were not disclosed.

“NBA has established itself as one of the most exciting and innovative sports leagues in the world”, said CEO of PepsiCo Indra Nooyi. “We look forward to working together to redefine the meaning of sports marketing partnership”.

The new agreement will include a range of Pepsi, Aquafina and Lipton Brisk and beverage brands, chips Doritos and Ruffles. Mountain Dew you will become a leading brand of soft drink NBA. Coca-Cola said it had “decided not to renew its global contract” with the NBA, but will continue to sponsor individual teams and players. Coca-Cola announced that it has signed an agreement with the US Soccer Federation and the country’s top league (Major League Soccer) for multiple years, and that will be the beverage sponsor of football in the United States and visits to the country of the Mexican national team.

PepsiCo had sponsorship deals with Major League Soccer since its establishment in 1996.

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