The NBA and PepsiCo have announced a multi-year extension of their partnership, with PepsiCo to continue as the official soft drink and chip of the NBA, the WNBA, and the NBA G-League.

Ahead of this weekend’s NBA All-Star Weekend, the partnership extension sees PepsiCo’s Mountain Dew (MTN Dew) brand remain the title sponsor for the three-point contest.

NBA vice president of global partnerships, Lauren Sullivan, said: “Since partnering with PepsiCo in 2015, we’ve had the pleasure of collaborating with the talented teams across their portfolio of brands, finding new and innovative ways to bring our partnership to life.”

As part of the partnership extension, PepsiCo’s brand, Ruffles, has also become the title partner of the NBA All-Star Celebrity Game, which has been cancelled this weekend due to the COVID-19 pandemic.

PepsiCo head of sports marketing, Justin Toman, said the timing of the partnership extension ahead of the All-Star Weekend is great for fans.

“The game, the players, and hoops culture carry such influence with fans that we can’t imagine a better opportunity for us to continue integrating our food and beverage brands,” Toman said.

“Through our roster of NBA and WNBA players, key platforms such as the MTN Dew 3-Point Contest and other activations throughout the season, we will continue to bring fans closer to the game and the hoops lifestyle they know and love,” he said.

Meanwhile, the NBA also announced a multi-year partnership with Canada Goose, with the clothing brand set to become a proud outerwear partner of NBA All-Star Weekend.

As part of the deal, Canada Goose will develop an exclusive design collaboration each year for players and fans, starting this year with design partner, RHUDE.

Canada Goose CEO and president, Dani Reiss, said: “Canada Goose has been a coveted brand across the influential arenas of film, entertainment and sport for decades.”

“This multiyear partnership is a significant milestone for Canada Goose and the NBA, and our inaugural design partner, RHUDE, known for a culturally impactful approach to design, is the perfect tipoff partner.

“While this year looks different, we are proud to celebrate the players who have always supported us,” Reiss said.

NBA president of global partnerships, Salvatore LaRocca, said the partnership is an expansion of Canada Goose’s activation during NBA All-Star Weekend 2016, where the company created limited edition co-branded parkas for both NBA All-Star teams.

“We are excited that Canada Goose will be recognising the players and their accomplishments with their All-Star collections in the years ahead,” LaRocca said.

“Canada Goose will bring its legacy of style and innovation to the league’s global celebration of the game,” he said.