PepsiCo Beverages International Reaches Multiyear Partnership Agreement Marking 7UP's Return to Formula One Racing LONDON, England, October 30, 2001 - In a move that brings a refreshing brand together with a hot sport, PepsiCo Beverages ...
PepsiCo Beverages International Reaches Multiyear Partnership Agreement Marking 7UP's Return to Formula One Racing
LONDON, England, October 30, 2001 - In a move that brings a refreshing brand together with a hot sport, PepsiCo Beverages International (PBI) has partnered its 7UP brand with the BMW WilliamsF1 Team, leading contenders in the Formula One World Championship. Beginning in 2002, 7UP will become part of Formula One's excitement through a multi-year partnership agreement with the BMW Williams F1 Team calling for advertising and promotional activity.
"Formula One is one of the hottest, fastest-growing sports in the world today and the BMW WilliamsF1 Team leads the pack based on its racing heritage and dynamic brand personality," said Antonio Lucio, Chief Marketing Officer, PepsiCo Beverages International. "The BMW WilliamsF1 Team partnership is the perfect fit for PBI because it provides world-class stature for the refreshing appeal of 7UP. Formula One racing's excitement made 7UP the clear choice to lead our return to this global property."
7UP, appointed as the official soft drink partner of the BMW WilliamsF1 Team, instantly becomes a relevant part of Formula One through cross-branding opportunities at the racetrack and beyond. "The partnership with 7UP will help bring Formula One racing closer to millions of fans worldwide through promotions, events and of course, advertising," said Jim Wright, the BMW WilliamsF1 Team's Head of Marketing. "We feel we have one of the most focused teams in a highly competitive sport and 7UP shares many of our same values for success."
PepsiCo Beverages International is a division of PepsiCo, Inc, based in Purchase, New York, USA, and operating in more than 200 countries outside of the US and Canada. Its major carbonated soft drink brands include Pepsi, Pepsi Light, Pepsi Max, 7UP, and Mirinda. PBI's portfolio also includes functional beverages like Tropicana juices and juice drinks, Aquafina bottled water, SoBe teas, and Gatorade isotonic drinks.