The National Basketball Association has announced a new multi-year marketing partnership with PepsiCo, making the food and beverage company an official partner of the NBA, WNBA, NBA Development League and USA Basketball beginning next season.
The partnership builds on the league's relationship with Gatorade, which is the NBA's longest-standing partner. As part of the companies' expanded relationship partnership, PepsiCo will leverage its Mountain Dew, Aquafina, Brisk, Doritos and Ruffles brands to engage NBA fans.
"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," says Indra Nooyi, chairman and chief executive officer, PepsiCo. "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."
"We look forward to offering the NBA an all-access pass to everything the company has to offer–iconic brands, world-class marketing, innovative consumer engagement and flawless execution," she added when making the official announcement at a press conference Monday in New York City. "We cannot wait to get started."
Mountain Dew will serve as the lead brand of the partnership in North America and be used to introduce several new fan and community activities, in particular the expansion of the NBA's 3-on-3 basketball program, which brings the game of basketball to life in a fast-paced and engaging format.
Additionally, PepsiCo's water brand Aquafina will support programs around the NBA's youth, health and wellness initiatives.
"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," says Adam Silver, NBA Commissioner. "For the NBA, a comprehensive food and beverage company like PepsiCo offers endless opportunities for collaboration."
In China, PepsiCo partner Tingyi, which is the country's largest domestic soft drink manufacturer, will position its Master Kong brand as the lead beverage of the partnership.
PepsiCo and Tingyi will leverage their portfolio of brands to create memorable moments for fans around the world during marquee events including NBA All-Star, NBA Playoffs, The Finals, NBA Draft presented by State Farm, WNBA All-Star, NBA D-League All-Star presented by Kumho Tire and the USA Basketball Global Exhibition Tour.
"China is having a love affair with the NBA," says Hong Chen Wei, chief executive officer, Tingyi Holding Corp. "The opportunities the NBA partnership offers us with Chinese fans and consumers are limitless. Every day, the NBA is making enormous strides in China, particularly among young adults. We look forward to working with PepsiCo and the NBA on inspiring fans in China and growing the league and our business as a result of this exciting partnership."
"The NBA is making enormous strides in China, whether it be in the arena, on television or online," added Wei at the press conference. "More and more Chinese are connecting with the NBA as never before, particularly young adults in China who are eager to connect with the global marketplace."