Jones Soda said it wants to return its attention to grassroots marketing initiatives

Jones Soda said it wants to return its attention to grassroots marketing initiatives

Jones Soda has ended its sponsorship deal with the Seattle Seahawks.

The US soda firm said yesterday (29 June) that it wants to return its attention to "grassroots marketing initiatives" after three years as the American football team's soft-drink sponsor.

“The Seahawks partnership was great for Jones Soda providing brand awareness, retail activation and involvement with one of the elite NFL franchises,” said William Meissner, CEO of Jones Soda.

“We achieved everything and more than we originally set out to do with Qwest Field and the Seahawks organisation. The return of our focus on Jones core 12oz flavours in glass bottles and our need to support our efforts in markets from coast to coast created a shift in our marketing mix.”

The firm said it will now look at initiatives that focus on a nationwide audience, including samplings and events throughout the US.

Earlier this month, Jones Soda secured access to up to US$10m in extra funds after signing an equity financing deal with Glengrove Small Cap Value Ltd.