Blog: PepsiCo secures NBA sponsorship deal
Katy Askew | 14 April 2015
PepsiCo has honed in on a sponsorship deal with the National Basketball Association, replacing current sponsor and chief soft drinks rival The Coca Cola Co.
Succeeding long-standing partner Coke might be seen as a slam dunk for PepsiCo but the group is likely to have paid a hefty price. The company describes the deal as "expansive" and, although terms aren't being disclosed, on first glance at the press release I read "expensive".
Nevertheless, as marketing moves go, this is a big fish. It will raise PepsiCo's consumer reach particularly in the US where sales have been sluggish but also in various international markets where the sport has gained traction. Food and beverage company Tingyi, PepsiCo’s partner in China, will be the exclusive partner of the NBA in that market through its Master Kong brand.
Mountain Dew will serve as the lead brand in North America. However, in line with PepsiCo's "better together" strategy, the company believes its snack brands also stand to benefit. In particular, the group has singled out finger food is popular around game time and will push Doritos and Ruffles chips through the tie-up.
To follow on from our earlier notice and after some hard work from our technical team, just-food is back live after today's power outage....
Much of the UK has felt the impact of Storm Doris today - and just-food's head office has been no exception....
A year after union officials alleged Fyffes abused workers on plantations in Central America - and called on the produce giant to be kicked out of the Ethical Trading Initiative forum - the company is...
Frostkrone, the Germany-based supplier of frozen convenience food, is to get a new, private-equity majority shareholder, after French investment company Ardian sold its interest in the company to buy-...
Much of the chatter about where 3G Capital could look next has centred on packaged food - but might the private-equity fund be about to extend its foodservice empire?...
- CAGNY analysis: Danone's growth strategy
- How General Mills plans to grow - CAGNY
- US food next wave on display at Winter Fancy Food
- Comment: Meal kits in US - don't believe the hype
- Interview: A2 Milk Co. chair firm's rapid rise
- Unilever launches operational review
- Unilever 'giving serious thought to split'
- Nestle launches global sugar target
- Bonduelle to buy US produce group Ready Pac Foods
- ABF sees further grocery revival