Sports Business Awards: Pepsi Again Wins Sponsor Of The Year

Pepsi is the first brand to win Sports Business Award Sponsor of the Year accolades for a second time, having also finished first in '08. During the judging period, Pepsi reinvested in its core brand with season-long NFL marketing efforts, stretching from kickoff to a sponsorship of the Super Bowl halftime show. The result was a measurable spike in both Northeast regional sales and brand equity measures.

While accepting the award with his 10-person sports marketing team onstage, Pepsi VP/Consumer Engagement Adam Harter said, "At Pepsi, sports is part of our DNA, so to be recognized for our work in this space is really an honor," he said. "The Super Bowl was something special and it was a huge effort. ... We're starting to have fun, and it's showing in our work" (THE DAILY).