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Pepsi MAX® and Gatorade® become the Official Soft Drink and Official Sports Drink of RLWC2021

The brands will receive sales and marketing rights for the tournament, including tickets, experiential and social activation, as well as providing hydration for all players, officials, volunteers and staff at RLWC2021.

3 Jun 2021

Pepsi MAX® and Gatorade® become the Official Soft Drink and Official Sports Drink of RLWC2021

The brands will receive sales and marketing rights for the tournament, including tickets, experiential and social activation, as well as providing hydration for all players, officials, volunteers and staff at RLWC2021.

Today we can announce we have signed a major sponsorship deal with Britvic Soft Drinks for this year’s trailblazing tournament.

Pepsi MAX will become the Official Soft Drink of RLWC2021, a 61-match tournament that kicks off at St James’ Park, Newcastle, on 23 October 2021 when hosts England take on Samoa in the opening Men’s game.

Gatorade will further add to the world-renowned brands supporting what will be the biggest and best Rugby League World Cup in history - staged at 21 iconic sporting venues across England - as the Official Sports Drink.

Britvic has been responsible for the production, distribution, marketing and sales of PepsiCo’s carbonated soft drink brands in Great Britain since 1987. Britvic has been working with PepsiCo to deliver exciting new flavour innovations and marketing campaigns, to protect our planet and to offer a variety of choices for consumers today and tomorrow.    

Pepsi MAX launched in 1993 and is focused on helping consumers make healthier choices without compromising on taste and is the number one cola brand, in volume sales, in the UK[1].

Gatorade is the world’s #1 sports drink[2], and has been ‘igniting champions’ for more than 50 years. Created in 1965, the drink replenishes the carbohydrates that players burn and the water and electrolytes lost during sport.

The brands will receive sales and marketing rights for the tournament, including tickets, experiential and social activation, as well as providing hydration for all players, officials, volunteers and staff at RLWC2021.

The tournament will create history via the Men’s, Women’s and Wheelchair competitions being held simultaneously for the first time at a major sporting event, with some of sport’s most historic venues including St James’ Park, Emirates Stadium, Elland Road, The Copper Box and Old Trafford hosting matches.

Jonathan Neill, Commercial Director at RLWC2021, said: 

“Our objective as a tournament is to transcend the sport and deliver the biggest and best Rugby League World Cup ever.

“By welcoming Pepsi MAX and Gatorade as sponsors, we have two of the world’s most recognisable brands. RLWC2021 and Britvic Soft Drinks are both purpose-led organisations and are aligned around our commitments to sustainability, equality, inclusivity and doing business in the right way.

“Everyday millions of people across the world enjoy their products, and we’ll work together to create more joyful moments for their consumers.”

Adam Russell, Director of Foodservice and Licensed at Britvic, said: 

“We are excited to become the Official Soft Drink and Official Sports Drink sponsor of RLWC2021. At Britvic, we pride ourselves on providing consumers with a wide choice of quality soft drinks to suit their tastes and different occasions and with this sponsorship, we’re delighted to be offering rugby league fans a selection of our iconic and much-loved brands during a great tournament. 

"It’s important to keep players and fans refreshed, with great tasting drinks, during training and on match days, and it’s great that we will be able to help do this.”


NielsenIQ RMS, Total Coverage, Volume Sales, 52wks, 24.04.21 (+£70m vs YA)

Global Data, All Markets, Sports Drink Brands, Volume Sales, Full Year 2019

 


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