Purchase, N.Y.-based PepsiCo Inc. announced a new multiyear marketing partnership with the National Basketball Association (NBA), New York, to be the official marketing partner of the NBA, the Women’s National Basketball Association (WNBA), the NBA Development League (NBA D-League) and USA Basketball beginning next season.
As part of this partnership, PepsiCo will use its Mountain Dew, Aquafina and Brisk beverage brands, as well as a couple of its food brands, to engage NBA fans through sports marketing and high-profile activations. This partnership builds upon the NBA’s relationship with PepsiCo’s Gatorade brand, which is the NBA’s longest-standing partner, according to PepsiCo.
In the extended partnership, Mountain Dew will serve as the lead brand and will introduce several new fan and community activities, including a commitment to expanding the NBA’s 3-on-3 basketball program (NBA 3x). 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, the company says. In addition, Aquafina will host programs supporting the NBA's youth, health and wellness initiatives.
“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,” said PepsiCo Chairman and Chief Executive Officer Indra Nooyi in a statement. “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.”