Sponsorships Advertising Marketing

PEPSI'S ALL SPORT INKS DEAL WITH MAJOR LEAGUE SOCCER

1.23.1996

     PepsiCo's All Sport has inked a 3-year, $1.5M deal with MLSto be the league's "Official Sports Energy Drink."  BRANDWEEK'sTerry Lefton reports Pepsi hopes to "use All Sport as a platformto reach kids" through MLS and "league-affiliated soccer camps."All Sport will run a promotion offering two kids the "chance tobe on the All Sport 'Energy Replacement Team,' the soccerequivalent of bat boys."  All Sport will also be associated withMLS Youth Camps and get signage in all MLS stadiums, along withon-field coolers and squirt bottles.  MLS is currently seekingsponsors in other beverage categories (BRANDWEEK, 1/22).

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