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PepsiCo has signed a deal with the National Hockey League that gives the beverage company will have exclusive rights in the beverage, sports beverage, bottled water and snack categories, as well as select marketing and promotional rights in North America. With the deal, Gatorade becomes the official sports drink of the NHL and will be available on the benches of all 30 NHL teams.
Pepsi replaces Coca-Cola, which had a similar exclusive deal with the NHL for 17 years, Brandweek reports.
“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, PepsiCo Sales. “We will be able to bring the retail activation of hockey to many of our customers across all of North America.”
“With a long tradition of supporting hockey in Canada, we’re thrilled to bring Lay’s, Pepsi and Gatorade to the NHL and the NHL Player’s Association,” said Marc Guay, President of Frito Lay Canada. “The PepsiCo family of brands is a perfect fit for hockey fans who gather together to share in the excitement of the NHL.”
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