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PepsiCo announced that it has been tapped by the National Basketball Association (NBA) to become a partner. As a result, the beverage manufacturer’s Starry beverage brand has been named the official soft drink of the NBA and WNBA.
PepsiCo’s Starry is a lemon-lime soft drink that was only introduced a few weeks ago. But despite being new, it was able to secure a sponsorship deal with the NBA, WNBA, and NBA League. This new agreement is considered an expansion of PepsiCo’s existing relationship with the sport and goes with its goal of connecting with the younger generation of fans.
Making the most of the basketball leagues' successful partnership with PepsiCo’s MTN DEW, the new STARRY soft drink will use the platform of the biggest weekend in basketball to make its name known to everyone. Its name will be out on display as the title partner of the NBA All-Star 3-Point Contest that will take place in Salt Lake City, Utah on Feb. 18, and will be aired live on TNT channel.
Marketing Dive mentioned that PepsiCo became the official food and beverage sponsor of the NBA in 2015 2015. At that time, their partnership covers a few of the company’s brands such as Doritos, Gatorade, Brisk, Ruffles, and Aquafina. For the soft drink, it was MTN DEW and now Starry is set to take over and it is expected to offer a fresh perspective while also enhancing both fan and game experiences.
"STARRY Hits Different. It has an attitude that embraces the irreverent optimism of our consumers and basketball fans alike,” Starry’s senior editor of brand marketing, Michael Smith, said in a press release. “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.
He added that “STARRY will bring a fresh perspective to the NBA, WNBA, and NBA G League and help elevate the game's most exciting moments."
NBA’s head of marketing partnerships, Tara Mulcahy, also commented, "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 have built with PepsiCo's portfolio of brands to STARRY through NBA All-Star is a fitting way to introduce the product to the public."
