PepsiCo Inc. and Major League Baseball (MLB) Properties have signed a multi-year extension of their sponsorship agreement, building on a more than 15-year relationship.
As part of the sponsorship, PepsiCo maintains exclusive rights within the non-alcoholic beverage, sports fuel, and salty snack categories to use MLB marks and logos. PepsiCo brands, including Pepsi, Gatorade, Aquafina, Frito-Lay Seeds, Cracker Jack, and Lay’s remain official MLB sponsors. Through its brands, PepsiCo will continue to create local and national MLB fan marketing programs; integrate into the League’s TV assets; work with the League’s mobile and digital properties through its long-standing partnership with MLB Advanced Media (MLBAM); produce retail promotional opportunities with its customers; fuel the League’s athletes, and activate at marquee MLB events, such as the All-Star Game and World Series.
Later this month, Gatorade will debut a new ad supporting the launch of its Fierce subline starring All-Star Bryce Harper. Gatorade continues to provide fuel, fluid, and nutrients to players on the field with products supported by the latest sports science and developed in collaboration with the Gatorade Sports Science Institute.
In addition, Pepsi introduces its For the Thrill of the Game program, which expresses the brand’s Live for Now campaign by emphasizing baseball fans’ excitement and passion for the game. The program also will have robust digital extensions, powered by MLBAM. Fans may access the content at MLB.com/pepsi. Aquafina remains the official water of Major League Baseball and also becomes the official sponsor of the seventh inning stretch this season with on-package promotions.
Frito-Lay brands, including Lay’s, Cracker Jack, and the Frito-Lay Sunflower Seeds line will leverage the MLB relationship for sampling and other promotional efforts throughout the season. Frito-Lay will also develop team-specific point-of-sale displays in select markets where it has a team sponsorship.
In addition, PepsiCo also currently sponsors more than half of the MLB teams and has more than a dozen MLB athletes on its roster.