Pepsi signs deal as major partner of the 1999 World Cup (29 Sep 1997)

Monday 29, September 1997

Pepsi signs deal as major partner of the 1999 World Cup

Daily News

New York based Pepsi Cola Company today announced that it has signed a deal with the England and Wales Cricket Board (ECB) to become a global partner of the ICC Cricket World Cup, building on the company's ongoing support of the enormously popular sport.

This alliance makes Pepsi a main sponsor of the event to be held in England in May and June 1999, and gives the beverage giant use of the Cricket World Cup name and registered trademark in brand advertising and promotions, field board signage and presence, and pouring rights at all stadiums. Dedication

``Building on our dedication to the sport, this partnership enables us to further connect with today's consumers, especially today's youth - Generation next'', said Massimo D'Amore, Vice President, International Marketing, Pepsi Cola Company ``for us, signing on with such a prestigious event as the World Cup can be compared to hitting a six to win the match''.

``The entire World Cup family is proud that Pepsi is joining us in such a visible and positive manner. Everyone in cricket - competing nations, the players, and the spectators, particularly the younger generation - will benefit from this partnership'', said Terry Blake, Marketing Director, England and Wales Cricket Board. Fantasy prizes

Leading up to the event, Pepsi will connect with hundreds of millions of consumers and cricket fans through the development and implementation of various promotions, including: fantasy prizes, trips to the Cricket World Cup, and grassroots cricket youth education programs which the ECB will pioneer in England next year.

Pepsi is currently sponsoring the forthcoming series between India and Sri Lanka (November - December 1997) and India vs Australia (February - April 1998). Earlier this year, the company sponsored the Pepsi Independence Cup, and the Pepsi Asia Cup. Leading players

Pepsi currently sponsors all International cricket matches played in India, and is currently working with many of cricket's leading players such as Mohammad Azharuddin and Rahul Dravid.

In Pakistan, the company is aligned with the ``Country's favourite pastime'' through its long-time support of junior cricket and presentation of the Pepsi Junior Cricket Clinics, as well as its sponsorship of the Double Wicket Cricket Championship. Pepsi currently works with some of Pakistan's leading players such as Wasim Akram and Zaheer Abbas, and has had past relationships with stars such as Imran Khan and Waqar Younis. Major sponsor

Pepsi is the major sponsor of Cricket in Bangladesh. Overall within the subcontinent, Pepsi has been a major supporter and fan of this great game.

In Sri Lanka the franchise holder for Pepsi is Ole Springs Bottlers (Pvt) Ltd - a member of the Maharaja Group of Companies also bottlers of Mirinda, 7 up and Teem soft drink.

Pepsi Cola Company has its headquarters in Somers, New York, and is a division of Pepsi Co. Inc.

Source :: Daily News (https://www.lanka.net)