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NHL, NHLPA, PepsiCo extend North American partnership

June 16, 2022

PepsiCo, the National Hockey League Players’ Association (NHLPA) and the National Hockey League today announced a multiyear extension of their North American partnership. This extension will now make PepsiCo a more than 20-year NHL and NHLPA partner.

PepsiCo will maintain exclusive NHL and NHLPA North American rights in the carbonated soft drinks, water, energy drinks and savory snack categories. PepsiCo’s wide portfolio of brands includes Pepsi, MTN DEW, Aquafina, Rockstar, Lay’s, Tostitos, Ruffles, Doritos, Cheetos, Rold Gold and Miss Vickie’s.

Through the partnership, PepsiCo will continue innovative activation and increased exclusivity around promotional opportunities. Heightened strategic customer marketing and partnerships are part of the agreement as well. Throughout the partnership, PepsiCo will activate during tentpole NHL events, including NHL All-Star Weekend, NHL Winter Classic®, NHL Stadium Series™, NHL Heritage Classic™, and NHL Global Series™.

Each tentpole event includes a unique activation asset that PepsiCo will use with key customers. PepsiCo will also continue their long-standing integrated Pepsi Zero Sugar Shutouts digital platform on League-operated media channels. Also, as part of the extension, PepsiCo will continue to utilize players in activations and marketing efforts, as a partner of the NHLPA, through the players’ group licensing programme.

“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,” said Justin Toman, Senior Director, Sports Marketing, PepsiCo. “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.”

“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,” said Kyle McMann, NHL Senior Vice President, North American Business Development. “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.”

“The National Hockey League Players’ Association is very pleased to be extending our already long-term partnership with PepsiCo, a worldwide brand that remains a leader in sports marketing,” stated Devin Smith, Senior Director, Marketing & Community Relations. “PepsiCo has done a wonderful job working closely with the Players in previous marketing campaigns and we have big plans for further Player integration with them as we move forward.”

PepsiCo brands will continue to integrate into NHL and NHLPA media assets, including NHL and NHLPA digital and social media platforms, in addition to maintaining strong presence around major League event platforms, such as NHL Winter Classic, NHL Heritage Classic, NHL Global Series, NHL Stadium Series, NHL All-Star Game, and Stanley Cup Playoffs.

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