AMERICAN SOFT DRINKS company Dr Pepper Snapple Group (DPS) has agreed a deal with the Confederation of North, Central American and Caribbean Association Football (Concacaf).
Under terms of the deal, 7Up becomes the Official Soft Drink of the 2013 Gold Cup football tournament.
The partnership means 7Up will have a range of branding rights for Concacaf’s biennial national team competition.
Concacaf’s commercial agency Traffic Sports USA negotiated the deal and will assist the drinks brand in activating the association going forward.
“We’re looking forward to working with Concacaf to develop programmes that reward our fans’ passion for the beautiful game with a truly memorable experience at one of the biggest soccer events on the continent,” said Olivia Vela, director of multicultural marketing for DPS.
The deal is the second sponsorship deal to be agreed for the 2013 Gold Cup, which begins in July, after Miller Lite was named as the Official Beer of the competition.
A detailed analysis of the Miller Lite deal and Concacaf’s sponsorship strategy for the Gold Cup will be available in the next edition of the Sports Marketing Frontiers newsletter, to be delivered to subscribers on March 28.