PepsiCo and NBA announce landmark marketing partnership
PepsiCo will be an official marketing partner of the NBA, Women's National Basketball Association (WNBA), NBA Development League (NBA D-League), and USA Basketball beginning next season.
As part of this expansive food and beverage partnership with the league, PepsiCo will leverage its Mountain Dew, Aquafina, Brisk, Doritos, and Ruffles brands to engage NBA fans through PepsiCo's world-class sports marketing and high-profile activation.
The partnership between the NBA and PepsiCo builds upon the league's relationship with Gatorade, the NBA's longest-standing partner.
Mountain Dew will serve as the lead brand of this partnership in North America and will introduce several new fan and community activities, highlighted by a significant commitment to expanding the NBA's 3-on-3 basketball program.
NBA 3X is a growing league initiative that brings the game of basketball to life in a fast-paced and engaging format, exemplifying the ethos of the Mountain Dew brand. In addition, PepsiCo's water brand, Aquafina, will support programs around the NBA's youth, health, and wellness initiatives.
In China, PepsiCo partner Tingyi, the country's largest domestic soft drink manufacturer, will position its Master Kong brand as the lead beverage of the partnership. The NBA is the most popular sports league in China and, with 300 million participants, basketball is the nation's number one team sport. ■