Soccer United Marketing and PepsiCo Renew Multi-Year Partnership

NEW YORK, April 9 /PRNewswire-FirstCall/ — Soccer United Marketing, Major League Soccer’s marketing arm, and PepsiCo (NYSE: PEP) today 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.”

“We have enjoyed a collaborative partnership with MLS that has helped us connect with their millions of passionate fans across the country,” said Dave Burwick, SVP and CMO, PepsiCo North America Beverages. “MLS has provided a great platform for us to showcase our broad beverage portfolio and we look forward to working with the league to offer consumers more unique programs on and off the field.”

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.

PepsiCo is a member of the MLS corporate family including: Official Sponsors — adidas, American Airlines, Budweiser, Chase, Diageo, Dick’s Sporting Goods, The Home Depot, Makita USA, NAPA Auto Parts, Panasonic, U.S. Soccer Foundation, Visa, Volkswagen, Xbox 360; and Corporate Partners — ICI Paints, and Red Bull.

About Major League Soccer

Headquartered in New York City, Major League Soccer is the top-flight professional soccer league in the United States and Canada. MLS features many stars from the U.S., Canada, and around the world. MLS kicked off its 14th season on March 19, and will feature 15 teams each playing 30 regular season matches. They include Chicago Fire, Colorado Rapids, Chivas USA, Columbus Crew, D.C. United, FC Dallas, Houston Dynamo, Kansas City Wizards, Los Angeles Galaxy, New York Red Bulls, New England Revolution, Real Salt Lake, San Jose Earthquakes, Toronto FC and, in its inaugural season, Seattle Sounders FC. A Philadelphia expansion team will debut in 2010, while expansion teams in Vancouver and Portland will debut in 2011. For more information about MLS, log on to the League’s official website at

About PepsiCo

PepsiCo is one of the world’s largest food and beverage companies, with 2008 annual revenues of more than $43 billion. The company employs approximately 198,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo’s commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company’s impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. PepsiCo is listed on the Dow Jones Sustainability North America Index and the Dow Jones Sustainability World Index. For more information, please visit