Gatorade & NHL

The SportsBusiness Journal is reporting that PepsiCo has signed a three-year deal with the National Hockey League and the players union, which gives the company exclusive North American rights to associate Gatorade, Aquafina and its Lay's brands with the property. The publication says the deal is worth about $4 million a year. The NHL has had a deal with Coca-Cola for the previous 17 years.

Comments

[Scott Storkan]

I think this is a great move for the NHL. Gatorade has so much more exposure than POWERade, and with Sidney Crosby under contract with Pepsi-Co, it gives the NHL a major star it can market to the U.S. Hopefully Pepsi won't treat the NHL as an afterthought when it comes to their marketing campaign.

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