PepsiCo extends stay at the ballpark

PURCHASE, N.Y. and NEW YORK — PepsiCo and Major League Baseball Properties earlier this week announced an extension of their sponsorship agreement, further building on a relationship that has spanned more than 15 years.

PepsiCo will maintain exclusive rights within the non-alcoholic beverage, sports fuel and salty snack categories to use MLB marks and logos. PepsiCo's brands — which include Pepsi, Gatorade, Aquafina, Frito-Lay Seeds, Cracker Jack and Lay's — remain official MLB sponsors. Through these brands, PepsiCo will continue to create MLB fan marketing programs at the local and national level, among other initiatives.

"MLB is a terrific PepsiCo partner and provides a strong platform to activate our food and beverage brands in ways that benefit the League, our retail customers and baseball fans across the country," said Jennifer Storms, SVP global sports marketing at PepsiCo. "Opening Day marks the start of a busy selling season for many PepsiCo brands, and we're delighted to continue our relationship with one of the world's most iconic sports properties."

Frito-Lay brands (i.e., Lay's, Cracker Jack and Frito-Lay Sunflower Seeds) will leverage the MLB partnership for sampling and other promotional efforts as the season unfolds, the company said. Frito-Lay also will develop team specific point-of-sale displays in markets where it has a team sponsorship.
 

 

Login or Register to post a comment.