PepsiCo has announced a partnership with the National Hockey League that comprises several of its food and beverage brands – but not Gatorade.
The sponsorship program with the NHL and its players’ association will include exclusive promotional opportunities and “heightened strategic customer marketing and partnerships,” according to a company announcement. PepsiCo will also operate its Pepsi Zero Sugar Shutouts digital platform on League-operated media channels, and will use players in marketing.
The PepsiCo announcement of the deal names company brands including MTN DEW, Aquafina, Rockstar, Lay’s, Tostitos, Ruffles, Doritos, Cheetos, Rold Gold and Miss Vickie’s, but notably not Gatorade, which had a separate endorsement deal with the NHL that is not being renewed. The company believes that a strictly Gatorade-related deal with the NHL no longer made sense.