Pepsi, NHL And NHLPA Extend Partnership

PepsiCo, the National Hockey League Players’ Association (NHLPA) and  National Hockey League (NHL), will continue their long standing 20-year relationship after announcing a multi-year partnership extension.

The partnership will see Pepsi continue innovative activations at events including the NHL All-Star Weekend, NHL Winter Classic, NHL Stadium Series, NHL Heritage Classic and NHL Global Series, with the company also retaining exclusivity around other promotional opportunities.

Commenting on the partnership, senior director of PepsiCo, Justin Toman, said: “We’re thrilled to extend our long-standing partnership with the NHL and NHLPA allowing us to celebrate hockey fans and the sport they love throughout North America.”

“Building on our legacy, our brands will continue to generate dynamic programming that takes the fan experience to new heights, especially at some of the most exciting points in the season including tentpole NHL events and the Stanley Cup Playoffs,” he said.

NHL senior vice president, Kyle McMann, added: “PepsiCo is a blue-chip partner with an incredible capacity to activate across our season, bringing unique NHL experiences and promotions to our fans in channels where we would not otherwise be present.”

“Renewing our over decade-long partnership, which will take us to a more than 20-season relationship is a testament to the value both our brands receive from this alliance.

“We look forward to continuing our partnership and collaborating to create unique activations and opportunities to engage our fans and celebrate our great game on and off the ice,” he said.

PepsiCo’s wide portfolio of brands includes Pepsi, MTN DEW, Doritos, Cheetos and several others, which will feature in activations.