Pepsi took over the relationship with the NBA in 2015, after Coke had partnered with it for nearly three decades. Mtn Dew will remain the title sponsor of the 3-point contest during All-Star Weekend. In March, Pepsi renewed its sponsorship with the NBA as the official soft drink of the league. "It gives you an indication of just how serious they are about energy, but also the extent to which they think LeBron can really help them." "Energy is a major priority right now for PepsiCo, and they have basically pulled out all the stops by signing LeBron," said Stanford. Laguarta said it was too soon to say whether it was bringing new consumers into the category, but the brand's revival was encouraging. During its first-quarter earnings call, Pepsi CEO Ramon Laguarta said Rockstar's sales are growing again after years of flat or declining demand. It acquired Rockstar Energy for $3.85 billion in March 2020, and early results have been positive. The category's leader by volume is Monster Energy, which is distributed by Coke. The category is seen as the next frontier for Coke and Pepsi, since soda consumption has waned as people have become more health conscious. "It's a category that is growing significantly," said Duane Stanford, editor and publisher of Beverage Digest. "But we believe there's more room."Īccording to Euromonitor, energy drinks generated $14.15 billion in retail sales last year. "We know it's a crowded category," James said. The Los Angeles Lakers star will be its face alongside other influencers who will named over time. The brand is being pitched as a way to "kick off the morning with a mental boost, immune support, and zero grams of added sugar." It comes in six fruity flavors, including Berry Blitz, Peach Mango Dawn and James' favorite, Pomegranate Blue Burst. It contains roughly the same amount of caffeine as two cups of coffee and is packed with vitamins. Personal Loans for 670 Credit Score or Lowerįor everyone else, Pepsi executives hope that Mtn Dew Rise differentiates itself enough to stand out. Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit
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