PepsiCo has become the latest global partner of the UEFA Champions League, and the competition's first in the soft drinks category. PepsiCo will use its Lay's, Gatorade and Pepsi brands to lead its association with the European club football competition. All three brands will receive Champions League rights, intellectual property association, tickets and hospitality, according to a source with knowledge of the deal. Sources said that the three-year deal has an annual value in the mid-to-high eight figures (HJ Mai, SBD Global).
NOW IS THE TIME: ADWEEK’s David Gianatasio wrote sports drink brand BodyArmor “fields an impressive lineup in ‘This Is Now,’ a commercial that positions the brand as an alternative to established players like Gatorade and Powerade." The ad features quick cuts of “passé eras with which the brand would rather not be associated.” Rockets G James Harden is depicted "with a 'fro, committing fashion fouls in obscenely high socks and dangerously short shorts,” while Angels CF Mike Trout is “rocking a blonde mullet and loud tennis garb." Other athletes who “goof around in the ad” include Colts QB Andrew Luck, Seahawks CB Richard Sherman, MLB Giants C Buster Posey, WNBA Shock G Skylar Diggins and Patriots TE Rob Gronkowski (ADWEEK.com, 6/8).
NOTES: Popeyes Louisiana Kitchen has agreed to a multiyear extension of its deal to title sponsor the Popeyes Bahamas Bowl. The game is one of 13 bowls owned and operated by ESPN Events (THE DAILY)....Sports nutrition company MusclePharm today announced a multiyear sponsorship deal with City Football Group, which includes NYC FC and EPL club Manchester City (MusclePharm).
