PURCHASE, New York – PepsiCo, the National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA) today announced a new multi-year partnership, which commences on July 1.
Under the new agreement, PepsiCo will have exclusive rights in the beverage, sports beverage, bottled water and snack categories, as well as select marketing and promotional rights in North America. With the deal, Gatorade becomes the official sports drink of the NHL; the world’s leading sports drink will be available on the benches of all 30 NHL teams to hydrate and fuel players’ performance.
"PepsiCo is very enthusiastic about the partnership between the exciting new NHL brand and the broad range of brands in our portfolio,” said Al Carey, President, PepsiCo Sales. “We will be able to bring the retail activation of hockey to many of our customers across all of North America.”
“With a long tradition of supporting hockey in Canada, we’re thrilled to bring Lay’s, Pepsi and Gatorade to the NHL and the NHLPA,” said Marc Guay, President of Frito Lay Canada. “The PepsiCo family of brands is a perfect fit for hockey fans who gather together to share in the excitement of the NHL.”
“We’re proud to have PepsiCo as a part of the NHL team. As an all-star company with all-star brands that NHL fans enjoy, it’s a great fit between our two organizations,“ said Ed Horne, President, NHL Enterprises. “We welcome PepsiCo on the ice, and we look forward to a partnership founded in the passion of the game.”
“We’re very pleased to partner with PepsiCo, a world class organization that is once again showing its commitment to NHL players and the great game of hockey,” said Ken Kim, NHLPA Senior Director, Business. “We look forward to working with PepsiCo to promote the game’s best players while providing more exposure for the NHL across North America.”
The new deal with the NHL further underlines PepsiCo’s deep commitment to the sport of hockey. Recently, Pepsi-QTG Canada and Frito Lay Canada announced the signing of a three-year agreement with NHL rookie sensation Sidney Crosby. Additionally, PepsiCo’s Lay's, Pepsi and Gatorade brands have extended their Hockey Canada partnership until 2010.
PepsiCo is one of the world's largest food and beverage companies, with 2005 annual revenues of more than $32 billion. Its principal businesses include Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. Its portfolio includes 17 brands that each generates $1 billion or more in annual retail sales.
About the NHL
The National Hockey League, founded in 1917, is the second oldest of the four major team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from 19 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, affluent and more educated than fans of any other professional sport. The study also showed that NHL fans consume a wider range of multimedia platforms and products. Through NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer, Hockey’s All-Star Kids and NHL Diversity, and supports the charitable efforts of all NHL players. For more information on the NHL, log on to NHL.com.
About the NHLPA
The National Hockey League Players' Association (NHLPA), established in 1967, is a labor union whose members are the players in the National Hockey League (NHL). The NHLPA is located in Toronto, Ontario and works on behalf of the players in varied disciplines such as labor law, product licensing, marketing, international hockey and community relations. In 1999, the NHLPA launched the Goals & Dreams fund, a $15-million hockey program which is the largest grassroots hockey program ever created. The players’ program has donated full sets of hockey equipment to more than 8,000 economically challenged children in 17 countries and assisted with upgrades and the building of hundreds of arenas world-wide. For more information on the NHLPA, please visit nhlpa.com.