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Pepsi hits home run
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March 19, 1997: 9:09 p.m. ET
Deal with Major League Baseball calls for five-year ad campaign
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NEW YORK (CNNfn) - Pepsi-Cola Co. and Major League Baseball stepped up to the plate Wednesday in a five-year marketing deal that makes Pepsi baseball's official soft drink.
The company and the league announced the agreement in a joint statement that also said Pepsi, a unit of PepsiCo, will be granted exclusive rights to Major League Baseball's trademark in merchandising and promotions. The value of the deal was not disclosed.
"The emergence of many rising young stars, the thrill of last year's World Series and the launch of interleague play have provided baseball with tremendous momentum, particularly with America's youth," Pepsi Vice President Rick Rock said.
As part of the agreement, Pepsi said it will use popular players on nationally distributed catalogues. The company also said it plans to organize balloting for the All-Star game by linking the voting to 7-Eleven stores and a Fox TV sweepstakes program.
Though a price was not placed on the deal, baseball officials said Pepsi had agreed to a "substantial commitment" to purchase advertising on national broadcasts of games. The company is expected to launch an advertising campaign in 1998 that is based around a baseball theme.
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Pepsi World
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