PepsiCo will remain the NHL and NHLPA’s official partner in the carbonated soft drink, water, energy drink and savory snack categories under a multiyear extension with the league and union. The news comes two weeks after PepsiCo sports drink brand Gatorade announced it would not renew its NHL sponsorship. Financial terms of the renewal were not disclosed. PepsiCo has been an NHL partner since '06.
Under the renewal, which covers both the U.S. and Canada, PepsiCo will activate at tentpole NHL events, including its All-Star festivities, Winter Classic, Stadium Series, Heritage Classic and NHL Global Series games. The league will also continue to promote the Pepsi Zero Sugar brand on its digital media platforms with content involving goaltenders recording shutouts. PepsiCo Senior Dir of Sports Marketing Justin Toman said the biggest shift under the extension will be a stronger focus on retail activation in the U.S. for Pepsi Zero Sugar.
The company plans to expand its Pepsi Zero Sugar Shutouts campaign beyond the league’s digital platforms to national media and retail locations through point-of-sale displays and product packaging. “Media-to-shelf is where we see the real benefit and consistency because we're surrounding the fan with media messaging, consumer promotion and then they see it in store,” Toman said. “That's the way we see the real value.”
NHL Senior VP/North American Business Development Kyle McMann reiterated that the league plans to announce a new partner in the sports drink category after the Stanley Cup Final. He said that the new sports drink deal, coupled with the PepsiCo renewals, will put the league “well ahead” financially of where it was under the previous PepsiCo deal that included Gatorade. “The fact that Pepsi is continuing to partner with us on carbonated, water and the savory snack group really speaks volumes to the value that the NHL can deliver to the business,” McMann said. “I won't break news, but we're very happy with where we landed."
Toman led negotiations on the brand side in partnership with Genesco Sports Enterprises VP Adam Nurik. McMann spearheaded negotiations for the league.
