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USA: PepsiCo announces racy new sponsorship deal for 7UP

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In a multiyear partnership deal, PepsiCo Beverages International (PBI) has teamed its 7UP brand with Formula One racing team BMW Williams.

"The BMW Williams F1 team partnership is the perfect fit for PBI because it provides world-class stature for the refreshing appeal of 7UP," said Antonio Lucio, PBI chief marketing officer.

"Formula One's racing excitement made 7UP the clear choice to lead our return to this global property," he added.

In a statement, PBI added: "7UP, appointed as the official soft drink partner of the BMW Williams F1 team instantly becomes a relevant part of Formula One through cross-branding opportunities at the racetrack and beyond."

PepsiCo Beverages International is a division of US-based PepsiCo, which operates in 200 countries outside the US and Canada.


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