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MLS Columbus Crew SC

Pepsi, Crew Continue Team and Stadium Partnership

January 22, 2004 - Major League Soccer (MLS)
Columbus Crew SC News Release


COLUMBUS, Ohio (Thursday, January 22) - Columbus Crew President/General Manager Jim Smith announced today the completion of a new five-year partnership agreement with Pepsi-Cola Bottling Company of Columbus.

"We are extremely pleased to continue our relationship with Pepsi," said Smith. "Pepsi is a tremendous local partner who is very active in the community. The outstanding support The Crew receives from Pepsi demonstrates how our partners utilize the sport of soccer as a platform to reach the desirable youth and young adult audience."

Pepsi's involvement with The Crew includes Columbus Crew Stadium pouring rights, designation as the "Official Soft Drink of The Columbus Crew and Columbus Crew Stadium," designation as one of three stadium "Cornerstone" partners, team media, and numerous community outreach initiatives. Various local and national consumer promotions will also be devised by Pepsi-Cola Bottlers of Columbus to activate its relationship with The Crew in the local marketplace.

Thomas Pendrey, Vice President and General Manager of Pepsi-Cola Columbus expressed his excitement over the partnership renewal. "Pepsi, on a national basis, and the Pepsi-Cola Bottling Company of Columbus locally, have been invigorated by the relationship with the Columbus Crew from the early days of MLS. Soccer is dynamic, exciting and energizes today's youth, which fits perfectly into Pepsi's program to get active and stay active. Our relationship with the Columbus Crew allows us to drive our programs at the retail, education and recreational levels, as well as helping to bring fans a major league soccer program in Central Ohio."

Pepsi will also continue to support The Crew's 5th Major Sport and School's Out for Summer programs. 5th Major Sport is an initiative in which Crew players and coaches visit local youth soccer associations providing an educational clinic, autograph session, t-shirt and ticket to an upcoming game. The School's Out for Summer program allows approximately 45,000 area students the opportunity to attend a Crew game compliments of Pepsi-Cola Bottlers of Columbus.

Greg Ramsey, Vice President of Sales and Marketing at Pepsi-Cola Columbus, added "Sierra Mist has just inked a two-year agreement with MLS as the league's official soft drink. This agreement will allow us to offer exiting programs at retail stores and in support of other consumer activities in the marketplace as well as at Crew Stadium. It's an alliance between two youthful brands with similar personalities. We anticipate activating many on-site promotions, point of sale materials and television advertising opportunities."

Last season, The Crew partnered with Pepsi and BP in establishing a summer scratch and win sweepstakes that reached an estimated 1.2 million people in central Ohio via 54 BP and BP Connect locations. Contest winners received BP and Pepsi products, along with Crew merchandise. The grand-prize winner received a trip for two to the Pepsi MLS All-Star at The Home Depot Center in Carson, Calif.

Any companies or individuals interested in partnering with The Crew may contact Chad Schroeder at 614-447-4158 or Kevin Toshok at 614-447-4173.

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Major League Soccer Stories from January 22, 2004


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