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.
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