PepsiCo India’s 7UP brand has been named the official hydration partner for the India Cement-owned Chennai Super Kings this season.
The partnership deal will allow PepsiCo to activate, advertise, merchandise and co-brand its 7UP lime drink through CSK association.
Under the agreement, PepsiCo will also launch a promotional campaign allowing CSK fans to and serve as drink-helpers during matches and play with the team.
PepsiCo India executive director Marketing Punita Lal said, “Taking forward 7UP’s leadership in Tamil Nadu, it was a natural choice for the brand to associate itself with one of the leading teams of the Indian Premier League.”
India Cements marketing head Rakesh Singh added, “7UP has a deep connect with Chennai, being the most preferred drink of the region and a distinctive market leader in the beverage segment. This local connection further strengthens the brand.”