PepsiCo, NHL and NHLPA Ink Multi-Year North American Strategic Alliance
Posted on Jan 26, 2018 by Brad McCabe



Renewed partnership among the largest in League history

PepsiCo, the National Hockey League Players' Association (NHLPA) and the National Hockey League (NHL®) today announced a multi-year extension of their North American partnership, securing its place as one of the largest partnership agreements in League history.

PepsiCo will maintain exclusive NHL North American rights in the non-alcoholic beverage, sports nutrition and savory snack categories. PepsiCo's wide portfolio of brands includes Pepsi, Pepsi Zero Sugar, Mtn Dew, Gatorade, Aquafina, LIFEWTR, Lipton iced tea, Tropicana, Naked Juice, Lay's, Tostitos, Ruffles, Doritos, Cheetos, Rold Gold and Miss Vickie's.  


Through this sponsorship, PepsiCo maintains access to robust activation and heightened exclusivity around promotional opportunities. Enhanced strategic customer marketing and partnerships are an integral part of the agreement as well. During the 2018 season, Pepsi Zero Sugar will activate during the NHL Winter Classic® and NHL Stadium Series™. 

"The NHL is a valued PepsiCo partner and we have a long-standing history of supporting hockey and its fans, especially in Canada," said Richard Glover, PepsiCo Beverages Canada President. "Leveraging the power of our snacks and beverages allows us to give hockey fans unmatched experiences and our customers unique promotional opportunities. This partnership renewal highlights the value of our vast product portfolio and the strength of the PepsiCo and NHL brands working together across North America."


"PepsiCo is a best-in-class brand and partner, with an exceptional ability to extend the NHL brand to fans across many channels throughout North America. Renewing our decade-long partnership is a testament to the power and reach of both brands," said Keith Wachtel, NHL Chief Revenue Officer and Executive Vice President. "We've come to expect PepsiCo's outstanding 360 degree sports marketing programs, such as their most recent successful Centennial programming, which included collectible product offers, unique branded content across multiple platforms, and tremendous retail theater and fan appreciation promotions. We look forward to continuing our partnership and working together to create more opportunities for deeper engagement and emotional connections with hockey fans, as well as celebrating our game, our future."

"We are excited to continue our strong relationship with PepsiCo through our new multi-year agreement," said Don Fehr, NHPLA Executive Director. "We look forward to building on our already successful player activations, and expanding into new opportunities with PepsiCo over the course of the next few years."

PepsiCo brands will continue to be integrated into NHL media assets, including NHL.com, NHL Network™, SiriusXM NHL Network Radio™, the NHL® App and others, in addition to having strong presence around major League event platforms, such as the NHL Scouting Combine™, NHL Draft™, NHL Winter Classic®, NHL Heritage Classic™, NHL Stadium Series™, NHL® All-Star Game, NHL Awards™ and Stanley Cup® Playoffs. 

Join the #1 platform for brand partnerships


Find the right partners that match your audience

Connect with partners and manage your conversations all in one place

Gain meaningful insights into the success of your partnerships
SUBSCRIBE NOW