Soccer United Marketing and PepsiCo renew partnership.

Soccer United Marketing, Major League Soccer’s marketing arm, and PepsiCo announced a new multi-year partnership. The agreement renews PepsiCo’s status with Major League Soccer, U.S. Soccer Federation and SuperLiga, an annual tournament in the United States pitting MLS teams versus Mexican First Division clubs. PepsiCo has been an MLS partner since the inaugural 1996 season.

Under the new agreement, PepsiCo will have exclusive rights in the soft drink, isotonic and water categories, as well as select marketing and promotional rights in North America. Pepsi becomes the official soft drink of MLS, U.S. Soccer and SuperLiga, replacing sister brand Sierra Mist. Gatorade remains the official sports drink of MLS and SuperLiga and Aquafina remains the official bottled water of MLS, U.S. Soccer and SuperLiga. Gatorade and U.S. Soccer have a long standing partnership.

“As a founding partner of MLS, PepsiCo has grown with us and the sport over the years,” said Kathy Carter, Executive Vice President of Soccer United Marketing. “PepsiCo’s iconic brands are synonymous with world-class sporting events and we look forward to building upon our partnership for years to come.”

Returning as an official partner of MLS, PepsiCo will continue to receive exclusive promotional rights at all MLS regular season and playoff games as well as at MLS special events. Additionally, PepsiCo brands will feature the MLS League and team marks at retail and in targeted marketing and promotional campaigns. PepsiCo will continue to tap into MLS’ significant grassroots footprint returning as a partner of MLS Futbolito, the official 4v4 competition of MLS. Player appearances, tickets and
hospitality, advertisements in MLS, U.S. Soccer and SuperLiga publications, in-stadium field boards and sideline exposure round out the integrated partnership.