PepsiCo’s sports sponsorship lead: No ‘silver bullet’ to measuring partnerships
As PepsiCo combines its legacy in sports sponsorship with trying to stay ahead of the curve as partnerships evolve, it is looking to ‘cultural crossovers’ for long-term success.
By Molly Innes
PepsiCo has a rich history in sports, with legacy partnerships spanning many years and an estimated $322.96m (£256m) spent on sports sponsorship deals in America alone in 2023, according to GlobalData.
But familiarity doesn’t mean the business can afford to rest on its laurels. Partnerships are becoming more strategic and customer-focused and, in turn, requiring deeper involvement from both sides.
It’s a progression that PepsiCo is trying to stay ahead of, says Adam Warner, the business’s vice president of global sports and entertainment partnerships.
