Sierra Mist Takes Field as Official Soft Drink of MLS
January 15, 2004 - Major League Soccer (MLS) News Release
NEW YORK (Thursday, January 15, 2004) - Major League Soccer today announced that Sierra Mist will become the League's Official Soft Drink. Sierra Mist, Pepsi-Cola North America's "shockingly refreshing" lemon-lime brand, enters a two-year partnership that extends through the 2005 MLS season.
"This is an alliance between two youthful brands with similar personalities," said John Galloway, director of sports marketing, Pepsi-Cola North America. "Sierra Mist appeals to audiences who are enjoying MLS and playing the sport of soccer themselves."
Beginning this season, Sierra Mist will become the title sponsor of the Sierra Mist MLS All-Star Game TM, the MLS weekly/year-end Sierra Mist Goal of the Year awards program and the national youth skills competition, Sierra Mist MLS Dribble, Pass & Score TM. In addition, the Sierra Mist partnership includes on-site promotion, point-of-sale materials and television advertising opportunities.
"We are thrilled to add Sierra Mist to the PepsiCo roster of brands partnering with MLS," said Mark Noonan, Executive Vice President of Marketing and Fan Development. "We complement each other really well in reaching out to youth and Hispanic audiences and are in the process of developing exciting programs for all consumers."
Sierra Mist is the most recent PepsiCo brand to join the MLS marketing roster which already includes Frito-Lay Snacks and Gatorade Thirst Quencher. Sierra Mist replaces sister brand Pepsi-Cola as the League's Official Soft Drink, a title held by a PepsiCo brand since MLS' inception in 1996.
Introduced in October 2000 and launched nationally in 2003, Sierra Mist is marketed as the "shockingly refreshing" alternative to other lemon-lime soft drinks. Sierra Mist's fresh, clean lemon-lime taste is broadly targeted to teens and young adults.
Headquartered in New York City, Major League Soccer features many top stars from the United States and around the world and is America's only Division I men's outdoor professional soccer league. The ten teams that compromise MLS are: the Chicago Fire, Colorado Rapids, Columbus Crew, Dallas Burn, D.C. United, Kansas City Wizards, Los Angeles Galaxy, MetroStars, New England Revolution and the Defending Champion San Jose Earthquakes. Major League Soccer's ninth season kicks off April 3, 2004. For more information about MLS, log on to the League's official Web site at www.MLSnet.com.
Sierra Mist is a product of Purchase, NY-based Pepsi-Cola North America the $4 billion refreshment beverage unit of PepsiCo, Inc. PepsiCo is one of the world's largest food and beverage companies with annual revenues of $27 billion. Its principal businesses include Frito-Lay snacks, Pepsi-Cola beverages, Gatorade Thirst Quencher, Tropicana juices and Quaker foods.
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