PepsiCo, Purchase, N.Y., and the National Basketball Association (NBA), New York, have announced an agreement that makes the food and beverage company an official marketing partner of the NBA and its affiliated leagues.
PepsiCo will leverage its Aquafina, Brisk, Mountain Dew, Doritos and Ruffles brands to engage NBA fans through its expansive marketing avenues.
“Uniting the passionate fans of the NBA with the power of PepsiCo’s food and beverage brands is a slam dunk for the league and for our company,” says PepsiCo Chairman and CEO Indra Nooyi. “The NBA has established itself as one of the most exciting and innovative sports leagues in the world. We look forward to working together to redefine the meaning of sports marketing partnerships by taking the fan experience to new heights.”
Mountain Dew, the lead brand of this partnership in North America, will engage fans in community activities, while Aquafina will support programs around the NBA’s youth, health and wellness initiatives.
“We’re honored to partner with PepsiCo — a company with a terrific global vision and a reputation for engaging with premium sports and entertainment programming,” says NBA Commissioner Adam Silver. “For the NBA, a comprehensive food and beverage company like PepsiCo offers endless opportunities for collaboration. We can’t wait to get started.”
Tingyi, a PepsiCo partner and China’s largest domestic soft drink manufacturer, will place its Master Kong brand as the partnership’s lead beverage; the NBA is China’s most popular sports league, and the nation itself boasts 300 million basketball participants.
“China is having a love affair with the NBA,” says Tingyi Holding Corp. CEO James Wei. “The opportunities the NBA partnership offers us with Chinese fans and consumers are limitless. Every day, the NBA is making enormous strides in China, particularly among young adults. We look forward to working with PepsiCo and the NBA on inspiring fans in China, and growing the league and our business as a result of this exciting partnership.”
For more information, visit NBA.com. — J.B.