MERCADEO Versión en español
PepsiCo replaces the sponsorship of Coca-Cola in the NBA
Manuela Walfenzao| 13 de abril de 2015
Mountain Dew será la marca líder de PepsiCo en el patrocinio a la NBA
PepsiCo is replacing Coca-Cola as official sponsor of the National Basketball Association (NBA). This is the end of the long association between the sports league and Coca-Cola’s brand Sprite. Mountain Drew will be the leading PepsiCo brand in the new agreement.The agreement also includes other brands from the food and beverage company, such as Aquafina, Brisk, Ruffles and Doritos. The new sponsorship is expected to begin in July, after the finals of the current NBA season. Gatorade, from PepsiCo, already has a relationship with NBA that is not included in the deal.This agreement marks another important PepsiCo approach to sports. The company has the sponsorship rights of three of the biggest professional leagues in the country. Pepsi has sponsored the National Footbal League (NFL) since 2002 and last year it renewed its long-time contract with the Master League Baseball (MLB). The company also sponsors the National Hockey League (NHL).But Coca-Cola is not retiring from the sports arena. The company announced yesterday a sponsorship for the Major League Soccer (MLS), replacing PepsiCo. “With this new association we are committed to making soccer grow here in the US and using the power of our brands to get closer to fans and refresh them at each level of the sports”, added Ivan Pollard, senior VP for Investments, Connections and Actives at Coca-Cola North America.
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