The NBA outfit, Charlotte Hornets have extended their partnership with the largest independent Coca-Cola bottler, Coca-Cola Consolidated. Following this association, Coca-Cola Consolidated will continue to be the official and exclusive partner for soft drinks, water, bottled teas, and juices of the Hornets. While it has also retained the pouring rights for Spectrum Center concession stands.
This season, Coca-Cola Consolidated will be shifting its promotional assets to Dr Pepper after using the partnership to promote the Sprite brand. As part of the extension between both the entities, the area which was earlier known as Rock the Rooftop will be renamed as Dr Pepper Pavilion and the Pepper Lounge.
The renamed area will be featuring signage, branding, and samplings of Dr Pepper’s innovative flavours to promote the soft-drink brand further. Adding to it, Dr Pepper has also become the entitled partner of mobile ordering through Hornets App. The soft drink brand would be promoted through various types of signage which includes fixed signage outside Spectrum Center and in the Main Lobby, digital signage on the scorer’s table, scoreboard, and lastly, 360 LED boards.
Speaking on the occasion, Fred Whitfield, Hornets Sports & Entertainment President, said: “We are pleased to extend our partnership with Coca-Cola Consolidated and look forward to fully integrating the Dr Pepper brand into our in-arena experience and activations. Coca-Cola Consolidated is one of our oldest partners, dating back to the original Hornets, and we are appreciative of their many years of support.”
Adding to it, Heather Hucks, VP of Consumer Connections at Coca-Cola Consolidated, said: “As Charlotte’s local bottler, we have refreshed and cheered alongside Hornets fans since the inception of the team over 30 years ago. We are thrilled to continue our partnership with this community focused organization and are excited to feature Dr Pepper as our lead brand for the team. Dr Pepper’s flagship brand, with its 23 unique flavours, is a perfect fit for the Charlotte Hornets and we can’t wait for fans to see all the fun ways to engage with Dr Pepper inside and outside the arena.”
There is one new element in the partnership extension, Hornets and Coca-Cola Consolidated will be working together in a sustainability program. Dr Pepper will also serve as the entitlement partner of the annual Hornets Tipoff Tour and presenting partner of several digital and social media content pieces.