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US: PepsiCo extends Vail Resorts link-up

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PepsiCo has renewed its partnership with US ski-slope management company Vail Resorts.

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The “multi-year” marketing and distribution deal will see PepsiCo handle outdoor events and digital activations at Vail's seven US ski resorts, PepsiCo said on Tuesday (11 December). PepsiCo will continue as the exclusive soft drinks and bottled water provider at the resorts.

Financial details of the link-up have not been disclosed.

The two-decade partnership with Vail gives PepsiCo's winter-sports-linked brands greater impetus, the company said.  “Our Gatorade and Mountain Dew brands have a long heritage of engaging and supporting skiing and snowboarding enthusiasts and professionals,” said Tom Bené, president of PepsiCo Foodservice.

Vail's outdoor events sponsored by PepsiCo include the Vail Snow Daze Wilco Concert on Friday.

Last month, PepsiCo announced it will sponsor cricket's Indian Premier League (IPL) for the next five years.


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