PepsiCo doubles down on HBCU sponsorship

Eight brands supporting multiple sports as Pepsi looks to widen HBCU recruitment pipeline through Southwestern Athletic Conference.

Kass Kass
Jul 25, 2023 - 21:01
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PepsiCo doubles down on HBCU sponsorship

Montgomery declined to disclose the precise investment amount but said a portion would go directly to SWAC schools in the form of scholarships. The SWAC is made up of Alabama State University, Alcorn University, Bethune-Cookman University, Florida A&M University, Grambling State University, Jackson State University, Mississippi Valley State University, Prairie View A&M University, Southern University, Texas State University and University of Arkansas at Pine Bluff.

With eight brands engaged, the SWAC deal leverages PepsiCo’s portfolio and mirrors how the brand approaches professional sports, Montgomery said. Fans will 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.