Pepsi Bottling Group Signs Marketing Agreement With Boston Celtics

BOSTON–(BUSINESS WIRE)–Nov. 22, 2002–The Boston Celtics are proud to announce that the team has entered into a three year partnership with The Pepsi Bottling Group, Inc. (NYSE: PBG), declaring Pepsi as the new choice of the Boston Celtics.

The Celtics will make the announcement as part of “Pepsi Night” at the Celtics vs. Atlanta Hawks game at the FleetCenter. At halftime, as part of an on-court ceremony, Celtics Legend JoJo White and Celtics Chief Operating Officer and Chief Financial Officer Rich Pond will present PBG’s Marketing Manager John Holloran with a Celtics jersey featuring “Pepsi” and the number “02,” symbolizing Pepsi’s first year as the official soft drink of the Boston Celtics. In addition, the first 15,000 fans in attendance will receive a Celtics/Pepsi T-shirt, compliments of Pepsi.

“We’re thrilled that The Pepsi Bottling Group has partnered with the Celtics, marking a significant shift from our 20 year relationship with their competitor,” said Celtics Executive Vice President of Marketing & Sales John Brody. “Pepsi has a proven record of successfully partnering with organizations to develop innovative marketing campaigns that engage customers and enhance their experiences. We are proud to welcome Pepsi to the Celtics family.”

The agreement features category exclusivity for all soft drink products including Pepsi-Cola, Diet Pepsi, Sierra Mist and Mountain Dew. Pepsi’s water brand Aquafina is also designated as an official product of the Boston Celtics. The relationship will focus on branding, promotions and special events, community relations and customer entertainment. In addition, Pepsi will sponsor various promotional programs and special events throughout the season.

“Our new partnership with the Boston Celtics is a great win for Pepsi and Celtics fans alike,” said PBG’s Holloran. “We’re looking forward to working with the Celtics organization on terrific new programs that will add even greater excitement for the fans. This new relationship also brings opportunities for Pepsi and the Celtics to work together on important initiatives to support our local community. Together, we’re going to generate great excitement for many years to come.”

Pepsi will also become a new sponsor of the Boston Celtics Read to Achieve program, which promotes the importance of reading and education among local youth, and includes monthly reading events featuring Celtics co-captain Paul Pierce and his all-star reading team.

The Pepsi Bottling Group, Inc. ( is the world’s largest seller, manufacturer and distributor of Pepsi-Cola beverages with operations in the U.S., Canada, Greece, Mexico, Russia, Spain and Turkey.

CONTACT: Boston Celtics
Media Relations Dept., 617/523-6050
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Regan Communications Group
Keith Gainsboro, 617/488-2860
Kara Crowley, 617/488-2861
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Pepsi Bottling Group
Kelly McAndrew, 914/767-7690