PepsiCo India has tied up with eight Indian Premier League (IPL) teams as the exclusive beverage partner for the upcoming Pepsi-IPL 2013 tournament, the beverage major said in a statement on Monday.
After winning the title sponsorship for IPL last year, PepsiCo's partnership with almost all participating teams further demonstrates its commitment to cricket and the ability to maximise value from the tournament, PepsiCo India said.
Last year, PepsiCo had won the title sponsorship of the Indian Premier League with a winning bid of Rs 396.8 crore for the next five seasons, starting 2013.
IPL 2013 begins on April 3 and ends on May 26, 2013. Barring Mumbai Indians, all the other teams, including Delhi Daredevils, Chennai Super Kings, Rajasthan Royals, and Royal Challengers Bangalore, would have PepsiCo portfolio as the official beverage partner.
"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 statement said.
The association will extend to PepsiCo's food and beverage portfolio, including Pepsi, Mountain Dew, 7UP, Mango Slice, Mirinda, Aquafina, Tropicana, Lay's, Kurkure, Aliva and Quaker Oats, it added.
"These team partnerships, along with the title sponsorship coupled with the robust on-air, on-line and on-ground plans will ensure maximum visibility and engagement for PepsiCo's brands," PepsiCo added.
Commenting on the development PepsiCo India Region Beverages CEO Gautham Mukkavilli said, "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."
PepsiCo has also signed a co-presenting broadcast sponsorship deal with Multi Screen Media (MSM), owners of the SET Max channel that will be broadcasting Pepsi-IPL 2013.
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