Canadian Vending

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NHL Trades Beverage Firms


April 30, 2008
By Canadian Vending Staff

PepsiCo and the National Hockey League said they have signed a
multiyear deal giving Pepsi exclusive North American rights in the
beverage, sports beverage, bottled water and snack categories, as well
as select marketing and promotional rights. Financial terms of the
deal, which began July 1, were not disclosed.

PepsiCo and the National Hockey League said they have signed a multiyear deal giving Pepsi exclusive North American rights in the beverage, sports beverage, bottled water and snack categories, as well as select marketing and promotional rights. Financial terms of the deal, which began July 1, were not disclosed.

Pepsi replaces Coca-Cola, which had a similar exclusive deal with the NHL for 17 years.

As part of the deal, Gatorade becomes the official sports drink of the NHL, replacing Coke’s Powerade, and Aquafina becomes the official bottled water. The deal also includes the NHL Players’ Association, which oversees marketing deals with players.

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“PepsiCo is very enthusiastic about the partnership between the exciting new NHL brand and the broad range of brands in our portfolio,” Al Carey, president of PepsiCo sales, said in a statement. “We will be able to bring the retail activation of hockey to many of our customers across all of North America.”

Meanwhile, the National Basketball Association and Coca-Cola have renewed and expanded their global marketing partnership “to increase activities designed to connect with teens around the world.” The NBA and Coke have been marketing partners since 1986. Financial terms of the deal were not disclosed.

The NBA and Coke said late Friday they would create “themed promotions that will engage young people through unique digital programs.” Coca-Cola and Sprite, which is the official soft drink of the NBA, will also conduct NBA-themed events, promotions and advertising in China, Canada and other countries. Ads will appear during international telecasts of NBA games and programming in 215 countries and 46 languages. As previously disclosed, Coke also will be a marketing partner of NBA Europe Live presented by EA Sports, during which four NBA teams will conduct their training camps and compete against European teams in seven cities in the fall of 2006 and 2007.


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