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SBD/Issue 81/Sponsorships, Advertising & Marketing
Sierra Mist Inks Freddy Adu, Becomes Official MLS Soft Drink
Published January 16, 2004
Sierra Mist Aligns With League
And No. 1 Draft Pick Adu
PepsiCo has signed DC United F Freddy Adu to a two-year deal to endorse the company's Sierra Mist brand. The agreement includes TV and print ad opportunities, as well as Adu's presence on in-store marketing materials. Adu will also become the spokesperson for the Sierra Mist MLS Dribble, Pass & Score youth program and Pepsi's Get Out There & Play initiative (Pepsi).
LEAGUE-WIDE: PepsiCo has also shifted its MLS sponsorship to the Sierra Mist brand from the Pepsi brand. Sierra Mist is now the league's official soft drink under a two-year partnership that extends through the '05 MLS season. Beginning this season, Sierra Mist will title sponsor the MLS All-Star Game and other league programs. The deal includes on-site promotion, POS and TV ads. PepsiCo's relationship with MLS began with the league's inception in '96 (MLS).