NBA: PepsiCo (food group) extends as a partner of the North American basketball league

PepsiCo, an American multinational food, snack and beverage group, has extended its partnership with the National Basketball Association (NBA) as part of a "multi-year" agreement, according to specialised media on 01/03/2021. PepsiCo will notably be promoting its Mountain Dew (beverages) and Ruffles (crisps) brands.

PepsiCo has been a partner of the NBA since 2015. Its current agreement with the North American league was due to expire during the 2020-21 season, and was estimated at $10m per year (€8.3m), according to American media. The group, has the status of "North American partner" the second level in the NBA's sponsorship hierarchy.

The renewal of its partnership allows PepsiCo to retain exclusive rights to the NBA in North American in the crisps and non-alcoholic beverage categories:
• Mountain Dew, one of its beverage brands, will be featured in the NBA and WNBA three-point shooting contests.
• Ruffles, its crisps brand, will be the title sponsor of the NBA All Star Game from the return of the event, which was cancelled in 2020 due to the health crisis.

• PepsiCo Sector…