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PepsiCo, set to outpour Coca-Cola at Chicago's United Center this fall, recently announced its seven-year deal as the official soft drink provider for the Bulls and Blackhawks. The move ends a decade-plus Coca-Cola reign, highlighting the continuous soft drink sponsorship shuffle among Chicago's major sports teams.
Drinks like Pepsi, Starry, and Mountain Dew will replace beverages like Coke and Sprite across all United Center concessions and beverage stands.
This move is part of an ongoing interchange between the two soft drink giants as official sponsors of Chicago's major professional sports teams. Wrigley Field switched from Pepsi to Coca-Cola this year, while Guaranteed Rate Field switched in 2016. Keurig Dr Pepper has been in partnership with the Chicago Bears since 2012.
For PepsiCo, the deal marks a return to the United Center after a partnership in the early 2000s. Notably, Pepsi will display its brand on new signs in the arena's concession areas and the Pepsi Grab & Go store in the United Center Atrium building. The store utilizes Amazon's Just Walk Out technology.
In a statement, PepsiCo announced its commitment to supporting the teams in addressing racial equity issues in Chicago. This includes providing funding and resources to minority-led nonprofits.
United Center Senior Vice President Joe Myhra expressed excitement about collaborating with PepsiCo in the coming years to create extraordinary experiences for fans while expanding their collective impact in the surrounding community. Kalen Thornton, an executive at PepsiCo Beverages North America, highlighted their company's longstanding commitment to Chicago, dating back more than a century.
PepsiCo previously held the primary local sports sponsorship at Wrigley Field, where they had the naming rights to the batter's eye section. However, that partnership expired after last season.
PepsiCo, headquartered in Purchase, N.Y., maintains a significant presence in Chicago at the Old Post Office, where its approximately 1,300 local employees are based following a substantial lease agreement in 2019. The company's Gatorade, Tropicana, and Quaker Foods units are also rooted in the city. Last year, PepsiCo underwent layoffs, which reportedly impacted its Chicago office.
Photo: Nate Isaac/Unsplash
