PepsiCo, NHL and NHLPA sign multi- year deal
June 19, 2006
by FoodBusinessNews.net Staff
PURCHASE, N.Y. — PepsiCo, the National Hockey League and the National Hockey League Player’s Association have signed a multi-year deal giving PepsiCo exclusive rights in the beverage, sports beverage, bottled water and snack categories, as well as select marketing and promotional rights in North America.
The deal, which takes effect July 1, makes Gatorade the official sports drink of the NHL.
"PepsiCo is very enthusiastic about the partnership between the exciting new NHL brand and the broad range of brands in our portfolio," said Al Carey, president, of PepsiCo sales. "We will be able to bring the retail activation of hockey to many of our customers across all of North America."
Pepsi-QTG Canada and Frito Lay Canada recently announced the signing of a three-year agreement with NHL rookie Sidney Crosby. Additionally, PepsiCo’s Lay’s, Pepsi and Gatorade brands have extended their Hockey Canada partnership until 2010.