SBD/March 28, 2014/Marketing and Sponsorship

A's Take Alternative Approach With Soda Deal, Naming Zevia Official Sponsor

Zevia will be sold in bottles at all concession stands
The A's have signed a deal with California-based Zevia, a beverage company whose product has "no artificial sweeteners and no calories," that makes it the only soft drink sold at Coliseum "officially dubbed 'sponsor' by the team," according to Bruce Horovitz of USA TODAY. Zevia will be sold "in bottles at all concession stands." Pepsi, which was the former official sponsor and "sold in the Oakland Coliseum for years, will continue to be sold in considerable volume at the fountain." A's VP/Marketing & Sales Jim Leahey said, "We've always been open to doing things differently. It's a positive alternative for fans." Zevia CEO Paddy Spence: "I never imagined this in my wildest dreams." Horovitz notes the drink is sweetened with "plant-based stevia and monk fruit," and is "developing a cult-like following in the Bay Area." Zevia's main goal is to "get folks familiar with its wacky name." BevMark Consulting President Tom Pirko said, "Got to wonder how many people at A's games will say, 'What's Zevia?'" (USA TODAY, 3/28).

ROCK N' ROLL, COLA WARS: The Pirates on Friday officially announced the team has signed a multiyear deal with Coca-Cola, making the company an official team sponsor. Coca-Cola products will be available at PNC Park for the first time since the ballpark opened in '01. The company will have full logo and marketing rights, and signage will be erected throughout the park. Pepsi previously had the exclusive soft drinks rights (Pirates).
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