PepsiCo ties up with Mumbai Indian, CSK for IPL

New Delhi: lobal beverages major PepsiCo has scored a double whammy for the upcoming IPL season after bagging the sponsorship deal for Mumbai Indians and securing the status of official hydration partner of the Chennai Super Kings (CSK) for its 7UP brand.

Under the partnership with the Mumbai Indians, the company would have exclusive pouring rights at home matches, besides being the official beverage for the same team, PepsiCo India said in a statement.

It has also secured exclusive branding rights on the uniforms of the player, besides in-stadia visibility and activation rights.

"This partnership (with Mumbai Indians) also brings with it a unique platform for Pepsi to engage with millions of cricket fans in Maharashtra and across the country," PepsiCo India executive vice president (Marketing) Sandeep Singh Arora said.

Meanwhile, PepsiCo's lemon drink brand 7UP has also associated with the IPL for the first time as the official hydration partner for last year's runners-up team Chennai Super Kings.

"Taking forward 7UP's leadership in Tamil Nadu, it was a natural choice for the brand to associate itself with one of the leading teams (CSK) of the IPL," PepsiCo India executive director-marketing Punita Lal said.

The company's association with the Chennai Super Kings would include activation, merchandise, advertising and packaging for PepsiCo brands.

The company's new tie-ups come close on the heels of the setback it suffered when its former brand ambassador Shah Rukh Khan's Kolkata Knight Riders (KKR) signed a sponsorship contract with rival beverages major Coca Cola for the IPL. KKR tied up with Coca Cola after Khan was removed as PepsiCo's brand ambassador.