The monetary specifics of the extension were not released, and this should be highlighted that Gatorade‘s energy drink product classification is not included in the expanded agreement. In the areas of soft drinks, hydration, sports drinks, and savoury refreshments, PepsiCo will retain unrestricted rights.
According to Kyle McMann, the NHL’s Senior Vice President of North American business development, the tournament will unveil a new energy drink provider just after Stanley Cup final, and that agreement, associated with the PepsiCo’s enrollment, will put the tournament “well ahead” monetarily than it was under the old offer.
The NHL stated that its long-time partnership shall remain to provide ‘new’ activations while also increasing availability surrounding promotional possibilities. The contract also involves targeted consumer engagement and collaborations. All-Star weekend, the Winter Classic, Stadium Series, Heritage Classic, and the Global Series are among the NHL’s biggest spectacles, with every flagship event featuring a distinct engagement component.
McMann said, “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.
“I won’t break news, but we’re very happy with where we landed.”
Justin Toman, PepsiCo’s Senior Director, Sports Marketing, stated, “We’re thrilled to extend our long-standing partnership with the NHL and NHLPA allowing us to celebrate hockey fans and the sport they love throughout North America.
“Building on our legacy, our brands will continue to generate dynamic programming that takes the fan experience to new heights, especially at some of the most exciting points in the season including tentpole NHL events and the Stanley Cup playoffs.”
The NHLPA component of the contract allows PepsiCo’s businesses to maintain athletes in activations and promotional strategies, as well as keep digital property assets on league-operated media networks.