Zevia becomes first distributed zero-calorie, naturally sweetened CSD in MLB
Brand partners with Oakland Athletics in distribution, advertising agreement
Beginning with their 2014 Opening Homestand on March 29, the Oakland Athletics will introduce Zevia as the first-ever naturally sweetened, zero-calorie carbonated soft drink (CSD) in Major League Baseball. The team’s partnership with the Culver City, Calif.-based beverage company will make Zevia’s Ginger Ale, Cola, Ginger Root Beer, Cream Soda, Black Cherry and Grape CSDs available at concessions throughout O.co Coliseum in branded coolers.
"We are pleased to be working with Zevia to provide our fans with a natural, zero-calorie option,” said A's President Mike Crowley in a statement. "The A's have always been open to a new way of doing things, and we are thrilled that Zevia has come on board as a business partner."
In addition to its CSD offerings, Zevia branding will be highly visible at the Coliseum, appearing on rotating billboards behind home plate and as sponsor of the team's Dot races, which appear on the stadium’s video boards during inning breaks. Zevia also will receive title sponsorship of Breast Cancer Awareness Day, including recognition on an A's co-branded pink rally towel that will be distributed to 10,000 fans at that game. Throughout the season, Zevia also will participate in on-site sampling for fans and other special events on the 2014 season calendar.
"From their success during the 1970s and ‘80s to the era of 'Moneyball,’ the A's have always been an innovative franchise that succeeds [by] using a different path than their competitors,” said Paddy Spence, chief executive officer of Zevia, in a statement. “This is every bit the Zevia story, as we've built the leading zero-calorie, naturally sweetened soda brand, while our larger competitors stay in the bullpen. American families have made clear they want alternatives to artificial sweeteners; the Oakland A's just gave them one."
Zevia is sweetened with a blend of stevia, erythritol and monk fruit, which all are natural, zero-calorie sweeteners.