16330: PepsiCo Performative PR.

Sports Illustrated reported PepsiCo expanded its partnership with the Southwestern Athletic Conference (SWAC) and increased its investment in HBCUs. Given Coca-Cola’s self-proclaimed unwavering dedication to HBCUs, expect Cola Wars to break out at stadiums.

 

Although the performative patronizing is countered by both brands’ long-standing partnerships with White advertising agencies.

 

SWAC, PepsiCo Expanded Partnership, Increases HBCU Investment

 

The SWAC announces its new expanded partnership with PepsiCo and their increased investment to HBCUs.

 

By Kyle T. Mosley

 

BIRMINGHAM, AL – PepsiCo is expanding its relationship with the Southwestern Athletic Conference (SWAC), more than doubling its investment in the premiere HBCU conference as it enters a six-year title partnership as the first-ever exclusive beverage, sports performance product and salty snacks sponsor of SWAC Football, Basketball, Olympic Sports and eSports through 2029.

 

Building on its 2020 commitment as an exclusive beverage partner, the new title sponsorship deal makes PepsiCo the main carbonated soft drink, non-carbonated soft drink, sports performance drink and ready-to-eat snack foods provider of the conference, reaching twelve schools across the south in six states. With eight brands engaged, the deal leverages the power of PepsiCo’s diverse portfolio, mirroring the company’s overall approach to professional sports partnerships in a continued show of support for HBCUs.

 

PepsiCo’s brands will show up in an even bigger and better way on the sidelines, in-game, on broadcast and more throughout each sports’ season and during championship events, including a presence across four SWAC Classics. Fans can expect to see Pepsi Zero Sugar, Gatorade, Doritos and Tostitos throughout the football season; STARRY, Gatorade and Ruffles for basketball; Gatorade for Olympic sports; and Rockstar Energy Drink and MTN DEW for eSports. As part of the expanded deal, PepsiCo will be the title partner of the championship trophy at both the SWAC Football Championship and SWAC Men’s and Women’s Basketball Tournament with increased experiential moments for fans and prominent branding on the football field during the championship game as well as on the basketball court.

 

“PepsiCo’s expanded enterprise-wide partnership with SWAC reinforces the value of our increased investment in HBCUs and commitment to uplifting diverse talent as part of our efforts to amplify equity within our business and communities,” said Kent Montgomery, Senior Vice President, Industry Relations and Multicultural Development, PepsiCo. “Uniting our powerhouse brands across the PepsiCo portfolio to genuinely connect with HBCUs offers a unique opportunity to elevate the culture, bring authentic and engaging experiences to fans, and provide valuable career development opportunities to invest in students’ futures.”

 

As part of the deal, PepsiCo will continue to amplify and support HBCUs with on-site mentorship and recruitment opportunities. A portion of the yearly investment will go directly to SWAC schools to fund scholarships that open the door to greater economic opportunity for students.

 

“The Southwestern Athletic Conference is pleased to partner with PepsiCo and its impressive portfolio of brands to enhance our student and fan experience starting this season with much needed improvements across the conference,” said SWAC Commissioner Dr. Charles McClelland. “We’re excited to have PepsiCo and its iconic brands on board with us for the next six years as we continue to work together to uplift and bring new opportunities to our communities.”

 

The partnership will come to life later this year with a tour as the 2023-2024 season kicks off. PepsiCo will activate on-the-ground and in media across four SWAC Classics – Orange Blossom Classic, State Fair Classic, The Pepsi SWAC Classic Presented by GM and Florida Classic – as well as other HBCU campuses during the upcoming football season.

5083: Mob Money, Middle East War And More.

Monday Morning MultiCultClassics Monologue…

• The New York State Lottery is taking heat for offending Italian Americans with its “Ba Da Bling” game and accompanying TV campaign featuring Sopranos-inspired mob characters. “Here we go again, the traditional stereotype of the Italian-Americans, they belong to the mob,” said a representative of the Sons of Italy in America’s New York chapter. “I know a lot of people are saying you are overly sensitive. But Americans have become more sensitive to most racial groups, and it should apply to Italian Americans.” The Lottery sent a letter of apology to the group; however, they claimed to have received few complaints. Although the Lottery probably whacked anyone who did gripe.

• There’s a war breaking out in the Middle East, but it’s between Coca-Cola and Pepsi. The Arab world was Pepsi territory for many years, as Coke faced boycotts in some countries for its alleged support for Israel. But over time, the Atlanta-based cola has gained sales. Coke and Pepsi have been relying heavily on pop stars and celebrities to woo youth audiences. “Coca-Cola has finally found its ground here,” said a Coke spokesman. “What’s beautiful about this part of the world is its thriving youth, and we are here to get these young people closer to their passions.” Guess it’s only a matter of time before the demand for cola exceeds the demand for oil.

• Burger chain Wendy’s reported earnings quadrupled for 4Q 2007 versus the previous year. Given the recent decision to dump the quirky “red wig” campaign in favor of lame food-focused advertising, the earnings rise is probably waaaay better than the fast feeder would like to admit.