NBA and PepsiCo Renew Their Sponsorship Deal

PepsiCo will remain the official soft drink and chip of the NBA, WNBA, and G League after announcing the renewal of a multiyear marketing partnership. Financial terms of the renewal were not disclosed.

The NBA began its partnership with PepsiCo after the league ended its 28-year relationship with Coca-Cola in 2015. PepsiCo also has partnerships with the NFL and NHL.

Ruffles of PepsiCo’s Frito-Lay division will air its first TV spot in nearly a decade during Sunday’s NBA All-Star Game. The commercial features NBA All-Star Anthony Davis and Grammy-winning musician T-Pain. 

Ruffles also collaborated with All-Star Jayson Tatum on a signature hot BBQ flavor that pays homage to his St. Louis roots. The chip brand will be the title sponsor of future NBA All-Star Celebrity Games as well. 

MTN Dew will remain the title sponsor of the NBA and WNBA 3-Point Contests. During Sunday’s contest, the brand plans to announce a new scholarship fund that will award two students from HBCUs with $100,000.

In January, Front Office Sports reported that LeBron James was preparing to join PepsiCo after endorsing Coca-Cola’s Sprite and Powerade brands for nearly 18 years.