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If Pepsi’s going to be the drink of choice of a new generation of sports fans, it’s going to need next-generation data to figure out who they are.
During the Brandweek Sports Marketing summit, PepsiCo’s head of sports marketing and partnerships Justin Toman told Adweek’s consumer product goods reporter Paul Hiebert that “unsexy” data and artificial intelligence are changing the game for companies like his.
With fans watching games on their own schedule, Toman said it’s increasingly important for companies to find a marketing voice that suits the live game just as well as a recorded Sunday night game that a fan won’t watch until Tuesday.
“When you have the right message, whether you’re watching something live or delayed, I think our brands still have that relevant position,” Toman said.
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