The NBA announced that it is replacing Coke for Pepsi in a new marketing deal.
The league said that it has landed a new North American partnership deal with Pepsico – replacing Coca-Cola.
The move ends a 28-year partnership that the NBA has had with beverage giant Coca-Cola.
The NBA will bring in PepsiCo’s wide range of brands into the fold, with Mountain Dew set to become the leading soft drink in the partnership.
John Sicher, publisher of Beverage Digest, the trade publication, said:
“PepsiCo has moved into a clear leadership position in North America sports league marketing deals,”
“Professional sports creates high-visibility, high-impact events and exposure, which can create big marketing opportunities if executed well.”
“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,” said 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 partnership by taking the fan experience to new heights.”
NBA Commissioner Adam Silver, said:
“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,”
“For the NBA, a comprehensive food and beverage company like PepsiCo offers endless opportunities for collaboration. We can’t wait to get started.”
Coca-Cola Co. will continue to have a strong presence within basketball culture
The Coca-Cola Co. commented on its decision not to renew its global contract with the NBA in a statement on Monday:
“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.”
“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 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.”
On Monday Coca-Cola announced that it had struck a multiyear partnership with the U.S. Soccer Federation and Major League Soccer.