PepsiCo, the National Hockey League (NHL) and its players’ association (NHLPA) have announced a multi-year extension of their North American partnership.
The previous contract, which expires at the end of the 2022/23 season, was worth between $10 million and $15 million per year.
Financial terms of the renewal were not disclosed and it should be noted that the sports drink brand category previously filled by Gatorade is not part of the extended partnership.
PepsiCo will, however, maintain exclusive North American rights in the carbonated soft drinks, water, energy drinks and savoury snack categories.
Kyle McMann, the NHL’s senior vice president of North American business development, disclosed that a new partner in the sports drink category will be announced after the Stanley Cup final and that deal, coupled with the PepsiCo renewals, will put the league “well ahead” financially of where it was under the previous contract.
NHL tentpole events, including All-Star weekend, the Winter Classic, Stadium Series, Heritage Classic and the Global Series, are also included, with each marquee element including a unique activation asset.
PepsiCo will also retain digital platform inventory on league-operated media channels, with the NHLPA element of the deal allowing the company’s brands to continue using players in activations and marketing efforts.