PepsiCo replaces Coca-Cola as official sponsor of NBA
Soft drink company PepsiCo is set to become one of the National Basketball Association’s (NBA) largest sponsors in a five-year deal that ends the league’s nearly 30-year relationship with Coke.
The deal, which was reported by SportsBusiness Daily, would make PepsiCo an official partner of all four major sports leagues in the US, which include the National Football League (NFL), National Hockey League (NHL), Major League Baseball (MLB), and now the NBA.
Mountain Dew is slated to be the focus of the new partnership, but the agreement includes Pepsi’s portfolio of brands including Doritos, Ruffles, Aquafina, and Brisk.
Coca-Cola had served as NBA’s sponsor since 1986 and in 1994 Sprite was named the official soft drink of the NBA.
In statement, a company spokeswoman told The Drum: "We remain fans of the NBA and have shared remarkable experiences during our 28-year partnership, however we have made the decision not to renew our global contract at the end of the 2014/2015 season. The Coca-Cola Company has committed an incremental $1-billion toward its brands over the next three years, and with this commitment comes the need to focus on the most effective and efficient investments to maximize brand growth. The Company will continue to have a strong presence within basketball culture through our relationships with iconic players. We will also continue to be visible through ongoing relationships with individual teams and venues."
Gatorade, a Pepsi brand, has been the NBA’s official sports drink since 1984 and is the league’s oldest sponsor.