PepsiCo, MLB Properties Extend Exclusive Partnership

April 4, 2014

PepsiCo, Inc. and Major League Baseball Properties announced a multi-year extension of their sponsorship agreement, building on an over 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.

"PepsiCo has been a tremendous supporter of Major League Baseball for nearly two decades. PepsiCo will enhance the fan experience at the ballpark and at retail with promotions across its food and beverage portfolio," said Tim Brosnan, executive vice president, business, Major League Baseball, in a prepared statement. "As one of baseball's great rising stars, Bryce Harper is a perfect selection by Gatorade as a brand endorser."

"MLB is a terrific PepsiCo partner and provides a strong platform to activate our food and beverage brands in ways that benefit the League, our retail customers and baseball fans across the country," said Jennifer Storms, senior vice president, global sports marketing, PepsiCo. "Opening Day marks the start of a busy selling season for many PepsiCo brands and we're delighted to continue our relationship with one of the world's most iconic sports properties."

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 is introducing 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 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 and Cracker Jack, as well as 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 over a dozen MLB athletes on its roster. 


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