Pepsi unveils Robinson Cano as its ‘face of baseball’

Pepsi has announced the signing of New York Yankees player Robinson Cano as the brand’s ‘face of baseball’.

Pepsi has a long-standing history with Major League Baseball, including a broad partnership deal with MLB, several team deals and individual player partnerships. Cano was selected to serve as the face of baseball for Pepsi, which speaks to his undeniable talent and passion for the game, personality and international popularity.

The deal comes ahead of the 84th Major League Baseball (MLB) All-Star Game in New York on July 16th 2013, and sees Robinson star in a TV spot, debuting on FOX during the game.

In addition, Robinson is promoting the brand’s Iconic Summer Campaign, which offers fans access to sport, music, and entertainment experiences; details of this will also feature in the July 16th commercial.

Heidi Sandreuter, Senior Director of Sports Marketing for Pepsi comments, ‘Cano is a marquee baseball player with widespread appeal. Cano brings the excitement of now to everything he does, making him a natural choice for the Pepsi brand. This new partnership further establishes Pepsi’s position as a brand at the centre of sports and pop culture.’

“I’m thrilled to join Pepsi as a partner,” said Robinson Cano. “I look forward to connecting with fans and sharing the many great moments to come during our collaboration.”

Additionally, as part of the brand’s Iconic Summer campaign, Pepsi will be partnering with Cano to encourage fans to have an iconic summer. Pepsi’s recently launched “Iconic Summer” program provides unparalleled access and experiences to sports, music, and entertainment through the brand’s exclusive partnerships. Cano joins the likes of other pop culture icons that have recently collaborated with the brand for Iconic Summer experiences.  Pepsi’s first Iconic Summer experience with Cano will be unveiled in the July 16th FOX TV spot.

Pepsi has dominated the New York City sports market for years due to its ongoing partnerships with the New York Yankees, the New York Mets, the New York Giants and the New York Jets. Additionally, Pepsi has enjoyed a long-standing relationship with Major League Baseball, the National Football League and the National Hockey League.

PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also, means a more successful future for PepsiCo.

Robinson Cano is a five-time All-Star (2006, 2010–2013) and Silver Slugger Award winner (2006, 2010–2012). He won two Gold Glove Awards (2010, 2012) and has been named American League Player of the Month twice (September 2006, April 2010). In 2011, Cano won the Home Run Derby. He was a member of the Yankees’ 2009 World Series championship team and the Dominican Republic’s 2013 World Baseball Classic championship team, for which he won tournament MVP.

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