IMG Renews and Expands PepsiCo Licensing Rep Agreement

Original brands renewed as Walkers is added to the representation lineup.

July 14, 2021

IMG has announced its licensing representation agreement with PepsiCo for Pepsi, 7UP, Cheetos, Doritos, Lay’s and Mountain Dew has renewed and expanded to include British snack food brand Walkers.

IMG has grown PepsiCo’s consumer products offering since being appointed in 2015, with branded apparel, footwear, swimwear, accessories, beauty, giftware and stationery now available internationally through some of the world’s leading fashion and department stores. IMG represents the company in Europe, the Middle East, Australia, South Africa and Asia.

“We are delighted to extend and expand our relationship with PepsiCo following a successful six-year run of signings,” says Sam Barker, senior licensing director, IMG. “Each of these globally loved beverage and snack brands has its own colorful and distinctive personality, which translates perfectly into vibrant, fun products using PepsiCo’s fantastic style guides. We look forward to extending their reach into other brand-relevant categories and exploring

exciting new opportunities with the recent addition of Walkers.”