The Orlando Magic and PepsiCo announced today a new, multi-year relationship, making the company a ‘Champions of the Community’ partner for the new Amway Center. ‘Champions of the Community’ partners represent an elite tier of brands committed to Central Florida and the Parramore community. The fully-integrated relationship includes community programming, unparalleled team and facility access, brand recognition visibility and category exclusivity.
This Orlando Magic relationship marks another significant step for PepsiCo under the new ‘Power of One’ umbrella for the company, which brings together the Pepsi, Gatorade and Frito-Lay brands for a joint partnership. As part of its ‘Champions of the Community’ platform, PepsiCo – a partner with the Magic since 1989 – receives exclusivity in the hydration, carbonated soft drinks, bottled water, carbonated caffeine-based energy drinks and packaged salty snack foods categories in the new Amway Center.
“We are honored to have PepsiCo join the Orlando Magic as a ‘Champions of the Community’ partner for the Amway Center,” Orlando Magic Chief Operating Officer Alex Martins said. “PepsiCo has been a valued partner with the Magic since our inception in 1989, and we believe this relationship will allow PepsiCo to have a fully-integrated approach to connect their ‘Power of One’ brand with our fan base like never before.”
“We’re proud to continue our partnership with the Orlando Magic, and are excited about this groundbreaking sponsorship,” said Derek Lewis, SVP and General Manager of Pepsi Beverage Company’s Southeast business unit. “This program means we’re able to offer Magic fans a wide range of refreshing, great tasting products that span the PepsiCo portfolio, from beverages to snacks.”
Starting this season, PepsiCo will receive branding in key aspects of Magic marketing and communications, including signage, radio, print and internet promotion. Consistent with PepsiCo’s commitment to Performance with Purpose, the sponsorship will also support Orlando Magic community programming, which focuses on literacy, health and wellness, and the arts, with a special emphasis on the Parramore neighborhood surrounding the new Amway Center.
PepsiCo joins AirTran Airways and Harris Corporation as ‘Champions of the Community’ partners for the new Amway Center.
Opening in the fall of 2010, the facility, which will be operated by the City of Orlando and owned by the Central Florida Community, will compete to host major national events, concerts and family shows and serve as the new home of the Orlando Magic.
