Global Markets Slide as AI, Crypto, and Precious Metals Face Heightened Volatility 
FDA Targets Hims & Hers Over $49 Weight-Loss Pill, Raising Legal and Safety Concerns 
Uber Ordered to Pay $8.5 Million in Bellwether Sexual Assault Lawsuit 
India–U.S. Interim Trade Pact Cuts Auto Tariffs but Leaves Tesla Out 
Ford and Geely Explore Strategic Manufacturing Partnership in Europe 
Sony Q3 Profit Jumps on Gaming and Image Sensors, Full-Year Outlook Raised 
Washington Post Publisher Will Lewis Steps Down After Layoffs 
Dollar Steadies Ahead of ECB and BoE Decisions as Markets Turn Risk-Off 
CK Hutchison Launches Arbitration After Panama Court Revokes Canal Port Licences 
South Africa Eyes ECB Repo Lines as Inflation Eases and Rate Cuts Loom 
Weight-Loss Drug Ads Take Over the Super Bowl as Pharma Embraces Direct-to-Consumer Marketing 
Toyota’s Surprise CEO Change Signals Strategic Shift Amid Global Auto Turmoil 
Singapore Budget 2026 Set for Fiscal Prudence as Growth Remains Resilient 
Nvidia CEO Jensen Huang Says AI Investment Boom Is Just Beginning as NVDA Shares Surge 
South Korea’s Weak Won Struggles as Retail Investors Pour Money Into U.S. Stocks 
Global PC Makers Eye Chinese Memory Chip Suppliers Amid Ongoing Supply Crunch 
Prudential Financial Reports Higher Q4 Profit on Strong Underwriting and Investment Gains 
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."
