SBD/April 5, 2016/MLB Season Preview

Coca-Cola Replaces Pepsi As Official Soft Drink Of White Sox, U.S. Cellular Field

Coca-Cola has signed a new multiyear deal to become the official soft drink of the White Sox. The company will receive prominent brand exposure and product placement at concession stands throughout U.S. Cellular Field. Coca-Cola also will sponsor a new interactive digital feature that allows fans to share photos from each game on the new video boards at the ballpark. Additionally, the soft drink brand will become the presenting sponsor for the White Sox Family Sundays, which includes all 13 Sunday home games during the '16 season (White Sox). In Chicago, Danny Ecker noted the new deal "marks the return of Coca-Cola to the South Side, where it had pouring rights" for White Sox games from the opening of the ballpark in '91 until '00. Pepsi "had the rights to one of the largest ads on the center field scoreboard, though that scoreboard was replaced by a new video board that will make its debut this season." Coca-Cola "will become the first brand to have 'takeover' advertising across all three of the Sox's new outfield video boards at once." Financial terms of the deal were not disclosed, but a source said that the term "is longer than five years" (, 4/4).

PIECE OF THE PIE: Ecker reported two years into a partnership with the White Sox, Illinois-based Beggars Pizza "has extended what was originally a five-year agreement with the Sox for another five, keeping its status as the team's sole pizza offering" through the '23 season. The team is "opening a new Beggars Pizza Pub beyond the left center field seats." The new spot "will be ready" for Friday's home opener and will "serve specialty pizzas as well as including a sit-down dining area." The pizza chain also signed a five-year deal with the Bears last season (, 4/1).
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