PepsiCo Make Return to Indian Cricket With Four-Year Sponsorship Deal

The Board of Control for Cricket in India (BCCI) has agreed a new four-year sponsorship deal with PepsiCo, four months after the brand ended its title sponsorship of the Indian Premier League (IPL).

According to a report by the Economic Times, the food and beverage company will become a ground sponsor for all one-day international and test matches to be played in India.

The agreement will see PepsiCo display its sports drink brand Gatorade prominently on the grounds hosting international cricket in the country.

A PepsiCo spokesperson told the Economic Times: “We continue to remain committed to sports in India.

“Recently, we were the exclusive beverage sponsor for the All-Star cricket series, we associated with soccer through the ISL’s soccer league and were also the beverage sponsor for the Champions Tennis League started by Vijay Amritraj.

“Having said that, our association with cricket has become synonymous over the last few years.”

PepsiCo terminated its sponsorship of the IPL in October 2015 due to controversy around a spot-fixing case involving the national governing body.

The brand was replaced by Chinese smartphone maker Vivo as the IPL’s title sponsor.

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