Just in time for the beginning of baseball season, PepsiCo recently announced the extension of their longstanding sponsorship agreement with Major League Baseball. Under the new agreement, PepsiCo will maintain exclusive rights to use the MLB marks and logos for the non-alcoholic beverage, sports fuel and salty snack categories. Several brands under the PepsiCo umbrella including Pepsi, Gatorade, Aquafina, Frito-Lay Seeds, Cracker Jack and Lay’s will remain MLB sponsors.
To promote the partnership, PepsiCo will execute local and national marketing campaigns that will include retail promotions for consumers. PepsiCo will also be incorporated into MLB’s TV, mobile and digital content. Additionally, PepsiCo brands will activate at key MLB events throughout the year such as the All-Star Game and World Series.
Individual PepsiCo brands will support the partnership through a variety of marketing initiatives. For example, Pepsi will launch its “For the Thrill of the Game” campaign, highlighting baseball fans’ passion for the sport. The campaign will be supported with digital content hosted on MLB.com/pepsi. Meanwhile, Gatorade is releasing an advertising campaign starring the MLB’s Bryce Harper.
Other brands will also get in on the action. Aquafina remains the “Official Water of Major League Baseball” and also becomes the “Official Sponsor of the Seventh Inning Stretch” this season with special on-package promotions. Frito-Lay brands will develop team specific point-of-sale displays in select markets where it has a team sponsorship.
In addition to its sponsorship deal with the MLB, PepsiCo also has sponsorship agreements with more than half of the MLB teams and more than a dozen MLB athletes. This brand partnership allows PepsiCo to capitalize on the popularity of baseball along with the MLB brand’s loyal fanbase.