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Pepsi signs up as pouring partner of eight IPL teams

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MUMBAI: After winning the title sponsorship for the biggest annual sporting event in the subcontinent, PepsiCo India has associated with eight out of nine IPL teams excluding Mumbai Indians as the ‘Exclusive Pouring Partner’.

This year Delhi Daredevils, Chennai Super Kings, Rajasthan Royals, Royal Challengers Bangalore, Pune Warriors India, The Sunrisers Hyderabad, Kings XI Punjab and reigning champions Kolkata Knight Riders will say “Oh Yes Abhi!” to Pepsi and other brands in the PepsiCo portfolio.

The company will have exclusive pouring rights at partner teams’ home matches along with the title of the official beverage for the eight teams. The association will extend to PepsiCo’s robust food and beverage portfolio including Pepsi, Mountain Dew, 7UP, Mango Slice, Mirinda, Aquafina, Tropicana, Lay’s, Kurkure, Aliva and Quaker Oats.

These team partnerships, along with the title sponsorship and the robust on-air, on-line and on-ground plans will ensure maximum visibility and engagement for PepsiCo’s brands.

While activations with Delhi Daredevils will be led by both Pepsi and Mountain Dew; Kolkata Knight Riders and Pune Warriors will be led by Pepsi; Rajasthan Royals and Kings XI Punjab by Mountain Dew; Chennai Super Kings, The Sunrisers Hyderabad and Royal Challengers Bangalore by 7UP. Additionally, these associations also bring with it exclusive pouring rights, joint marketing association opportunities along with other benefits for both food and beverage brands.

PepsiCo India Region CEO, Beverages Gautham Mukkavilli said, “At PepsiCo, we believe that winning the title sponsorship of Pepsi-IPL was just the beginning and we are committed to back it with smart, strategic and high-decibel marketing and activation plans that will help us maximize the tournament’s potential. We are thrilled to announce our association with the eight franchise teams and will continue to build a campaign that will change the face of sport sponsorships and activations in India. Cricket lovers can look forward to a lot more excitement, never before experiences and a memorable sporting season."

PepsiCo has also signed the Co-Presenting broadcast sponsorship deal with Multi Screen Media (MSM), owners of the Max channel that will be broadcasting Pepsi-IPL 2013. Apart from a strong on-air play of its portfolio, PepsiCo is working on a series of customised innovations with MSM to maximise its association with the broadcaster.

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