Soccer United Marketing, Major League Soccer's marketing arm, and PepsiCo 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."