Major League Baseball (MLB) has named PepsiCo’s MOUNTAIN DEW BAJA BLAST as its official soft drink under a new multi-year agreement, expanding the league’s footprint in the non-alcoholic beverage category.
As part of the agreement, the brand will launch a season-long fan promotion titled ‘Get a Baja for a Blast’, linking some of the game’s longest home runs to product rewards. The initiative will convert select long-distance homers into consumer offers, with further details to be released via BajaBlastHomeRuns.com as the regular season gets underway.
Mark Kirkham, Chief Marketing Officer, PepsiCo Beverages U.S., said, “Mountain Dew Baja Blast brings the same electrifying energy to baseball that fans feel with every sip of our tropical citrus soda – whether it’s at first pitch, during a seventh inning stretch, or in the middle of a late game rally. As the official soft drink sponsor of MLB, we’re excited to fuel fans’ passion for the game all season long.”
Uzma Rawn Dowler, MLB Chief Marketing Officer & Senior Vice President, Global Corporate Partnerships, added, “Mountain Dew has always shown up where fans are most passionate, and this relationship is a perfect illustration of that approach as the momentum and excitement around MLB is soaring following a historic Postseason and World Series. Game day is about energy, excitement, and being part of something bigger – and Mountain Dew gets that.”
MLB’s 162-game regular season provides sponsors with sustained national and local exposure across broadcast, digital and in-stadium environments, creating long-tail engagement opportunities beyond tentpole events such as All-Star Week and the World Series.
For MOUNTAIN DEW BAJA BLAST, the agreement strengthens its presence during the summer months, traditionally a peak consumption window for both baseball attendance and carbonated soft drinks. The partnership also reflects MLB’s continued focus on youth-oriented brand collaborations designed to deepen fan engagement and drive incremental commercial growth.
The deal underscores the league’s strategy of building integrated, experiential partnerships that extend beyond traditional signage to encompass retail activation, digital storytelling and fan-led promotional programs across the full season calendar.
