PepsiCo continues as major NHL partner

North American ice hockey league the NHL has extended its partnership with US multinational food and beverage corporation PepsiCo.
The new multi-year contract was announced yesterday (Thursday), with the two parties stating the deal represents “one of the largest partnership agreements” in NHL history.
The agreement will allow PepsiCo to maintain exclusive NHL North American rights within the non-alcoholic beverage, sports nutrition and savoury snack categories.
PepsiCo will also continue to have access to activation rights and heightened exclusivity around promotional opportunities, as well as strategic customer marketing and partnerships.
The deal will also include a strong branding presence around major league event platforms such as the NHL Draft, Winter Classic, All-Star Game and the Stanley Cup Playoffs.
In addition, PepsiCo brands will continue to be integrated into official NHL media assets, including the website and the NHL mobile application.
Keith Wachtel, chief revenue officer and executive vice-president at the NHL, said: “PepsiCo is a best-in-class brand and partner, with an exceptional ability to extend the NHL brand to fans across many channels throughout North America. Renewing our decade-long partnership is a testament to the power and reach of both brands.

“We've come to expect PepsiCo's outstanding 360 degree sports marketing programs, such as their most recent successful Centennial programming, which included collectible product offers, unique branded content across multiple platforms, and tremendous retail theatre and fan appreciation promotions.”