Competitive Edge - Sports & Entertainment Marketing News

STARRY™ Suits Up as the New Official Soft Drink of the NBA, WNBA and NBA G League


STARRY, PepsiCo’s newly unveiled lemon lime flavored soda, will become the official soft drink of the NBA, the WNBA and NBA G League in North America.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do businesses and brands sponsor sports and entertainment properties?
  3. How do you think businesses and brands determine which sports, entertainment, and event properties to sponsor?
  4. Why do you think PepsiCo invests in sponsorship of the NBA, WNBA, and G League?
  5. What rights does PepsiCo have from a marketing perspective as STARRY becomes the official soft drink of the NBA, WNBA, and G League?
  6. What is STARRY?
  7. What other beverage brands does PepsiCo own?
  8. Why do you think Pepsi chose to promote STARRY with the sponsorship rather than their other brands?
  9. What is sponsorship activation?
  10. Why do you think PepsiCo wanted to activate the sponsorship around NBA All-Star weekend?
  11. Based on what you learned in this story, how will they activate the sponsorship at NBA All-Star weekend?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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