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PepsiCo North America Beverages becomes Bolts' sixth championship partner

Multi-year deal gives PepsiCo several category exclusivities; encompasses platforms and marketing collaborations across hockey, eSports, music and entertainment

by Press Release /

TAMPA BAY - PepsiCo North America Beverages has joined the Tampa Bay Lightning and AMALIE Arena as a championship partner, effective today, Chief Executive Officer Steve Griggs announced this morning. The seven-year deal makes PepsiCo North America Beverages the exclusive carbonated soft drink, water (flat, sparkling, carbonated, premium, enhanced, flavored/non-flavored), energy drink, muscle milk, juice and tea of the Lightning and AMALIE Arena and includes rights to team's marks and logos for marketing, activation and community engagement. The family of Pepsi products will be served throughout AMALIE Arena for all games and events beginning with the Bolts' regular season opener, this Thursday, October 3, versus the Florida Panthers.

"We could not be more pleased to have PepsiCo North America Beverages join the Tampa Bay Lightning and AMALIE Arena as one of our championship partners for the next seven years," said Griggs upon making the announcement. "We look forward to offering hockey fans and other arena guests the fantastic array of beverages produced by PepsiCo and we are excited about working together to market, activate and engage the Tampa Bay community through the joint strength and energy of our great brands." 

Community elements in the partnership include the entitlement of one of the organization's 10 Lightning Made Street Hockey rinks currently being constructed in Tampa Bay, support of the annual Bolt Run, scheduled this year for Sunday, October 27, and participation in the Lightning's flagship fundraising events, including Coop's Catch for Kids and the Bolts and Bulls golf tournament. In addition to community support, fan engaging experiential programs across hockey, eSports and music will be launched in the initial year of the partnership.

"We're honored to join the Tampa Bay Lightning and AMALIE Arena family," said Derek Lewis, South Division President, PepsiCo Beverages North America. "The Tampa Bay Lightning organization is truly remarkable and a staple in the Tampa community and throughout Florida. We are excited to partner together to bring fans and consumers incredible experiences and memories across hockey, entertainment and gaming."

Signage and naming highlights in this new partnership include the entitlement of AMALIE Arena's west patio, the primary entrance used by arena guests to enter and exit the building, as well as static and digital signage throughout AMALIE Arena for Lightning games, concerts and events.

Additional assets allocated to PepsiCo North America Beverages in the partnership include extensive in-market promotional and fan activation opportunities, including a market-wide sweepstakes each year featuring Lightning-themed prizing. More than 100 Pepsi branded recycling containers will be placed throughout AMALIE Arena, allowing environmentally conscious event guests to practice sustainability.

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