PepsiCo all set to sponsor three teams

Cola wars are all set to spill over to the cricket field. While last season it could not play as the official beverage partner for the Indian Premier League (IPL), food and beverages major PepsiCo is now taking sponsorship deals to the teams for season-two in April-May this year.

The company is believed to be in the process of locking deals as beverage partner for three of the IPL teams — Chennai Super Kings, Kolkata Knight Riders and Mumbai Indians. The deals are likely to be closed by next week and will be for a period of one year with the IPL season being the peak of activity. Last season, PepsiCo’s five-year deal with IPL for Rs 50 crore had fallen through.

Rival Coca-Cola, on the other hand, has already struck a deal with GMR-promoted Delhi Daredevils for this season. It had sponsored Kings XI Punjab, owned by Preity Zinta, Ness Wadia and Mohit Burman, last season. “PepsiCo remains extremely interested in activating and being present in IPL, we are currently in discussions with some IPL franchisees regarding possible associations,” said Sandeep Singh Arora, executive vice-president, marketing, PepsiCo India. The company, however, did not share any financial details.

“PepsiCo will be involved in jointly promoting its brands and our association as the beverage partner for the team,” Rakesh Singh, joint president, marketing, India Cements, owners of Chennai Super Kings, said confirming the development. While PepsiCo is already working with many cricketers from the three teams at individual level, the new partnership will give the company access to other players for brand-building activities. “It is too early to share any details,” Jeet Banerjee, associate, Kolkata Knight Riders, said while admitting that talks were on with multiple entities for such opportunities.

Sources said the deal could involve a range of below-the-line activities, merchandise and hoarding opportunities for brand activation, besides offering PepsiCo beverages to the teams.