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Volume 24 No. 155
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MLB, PepsiCo Announce Multiyear Extension, With Harper Set For New Gatorade Spot

MLB this morning announced a multiyear extension of its major sponsorship with PepsiCo. The deal extends a relationship that began more than 15 years ago. Among the planned executions is a new national advertising campaign debuting later this month featuring Nationals LF Bryce Harper for Gatorade's sports drink sub-brand Fierce. Financial terms were not disclosed, but the deal allows PepsiCo to maintain exclusive rights with MLB's non-alcoholic beverage, sports fuel and salty snack categories, and allow PepsiCo brands Pepsi, Gatorade, Aquafina, Frito-Lay Seeds, Cracker Jacks and Lay's potato chips to remain official MLB sponsors.