The National Basketball Association (NBA) has announced a new sponsorship agreement with PepsiCo‘s newly unveiled lemon-lime flavoured soda, Starry. In this deal, Starry is set to become the official soft drink of the NBA, the Women’s National Basketball Association (WNBA) and NBA G League in North America.
Placing emphasis on the tournaments’ strong relationship with MTN DEW, Starry will make a statement by becoming the title partner of the NBA All-Star 3-Point Challenge, which will take place on February 18 in Salt Lake City, Utah.
Starry is there for the game’s biggest moments, buzzer beaters, and definitive deep shots, both on and off the court. Starry, which will be available in regular and zero-sugar versions just in time for the NBA All-Star game in 2023, provides the zingy, refreshing taste that fans expect from a lemon lime-flavoured soda.
Starry will debut an all-new advertisement during NBA All-Star 2023, showcasing notable talent as well as a couple of surprise appearances that fans will love.
Michael Smith, Senior Director of Starry Brand Marketing, said, “Starry Hits Differently. It has an attitude that embraces the irreverent optimism of our consumers and basketball fans alike. We believe that a dose of the unexpected creates a little more fun, and that’s why partnerships with the NBA, WNBA and NBA G League, and specifically the 3-Point Contests, are the perfect fit for Starry. Starry will bring a fresh perspective to the NBA, WNBA and NBA G League and help elevate the game’s most exciting moments.”
Tara Mulcahy, Head of Marketing Partnerships, commented, “We are thrilled to welcome Starry to the NBA, WNBA and NBA G League as the leagues’ new official soft drink. The NBA family and PepsiCo have a tremendous track record of finding new and meaningful ways to engage our fans, and bringing the success we’ve built with PepsiCo’s portfolio of brands to Starry through NBA All-Star is a fitting way to introduce the product to the public.”
Colie Edison, Chief Growth Officer at the WNBA, said, “The WNBA is proud to continue its relationship with PepsiCo as Starry becomes the latest member in our lineup of world-class partners. PepsiCo has been a strong supporter of the WNBA, helping grow the league through its activation around WNBA All-Star events like WNBA Live and the 3-Point Contest, and we look forward to being part of this special launch.”