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PepsiCo reached a multiyear extension of its North American partnership with the National Hockey League and the National Hockey League Players’ Association that will bring their relationship past the 20-year mark.
The company will retain exclusive NHL and NHLPA North American rights in the carbonated soft drinks, energy drinks, savory snack food and water categories for its portfolio of brands including Aquafina, Cheetos, Doritos, Lay’s, Miss Vickie’s, Mtn Dew, Pepsi, Rockstar, Rold Gold, Ruffles and Tostitos,
There will be PepsiCo activations at tentpole NHL events including NHL All-Star Weekend, the NHL Winter Classic, the NHL Stadium Series, the NHL Heritage Classic and the NHL Global Series.
The Pepsi Zero Sugar Shutouts digital platform will continue on league-operated media channels, and the company will continue to incorporate players in its activations and marketing efforts as an NHLPA partner through that entity’s group licensing program.
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