Pepsico Returns as official associate sponsor of the BCCI

Barely a few months after pulling out of sponsorship from the IPL, Pepsico has made a U-turn, becoming the official associate sponsor for the BCCI. Anurag Thakur, the secretary of the BCCI released a statement regarding the return of the famous brand into Indian cricket. Mr. D Shivakumar, the chairman and CEO of Pepsi co was also present for the announcement.

Vivo mobiles replaced Pepsico as the sponsors of the IPL in October of 2014. It is reported that Pepsico pulled out of the cash-rich IPL due to the spot-fixing scandal last year. Pepsico will also serve as the official snacks partner as well as the beverage partner for the BCCI. Speaking at the occasion, Thakur said that the day they pulled out as IPL’s title sponsors, they told the board that they will still be there in one way or the other.

PepsiCo. to be BCCI’s beverage and snacks sponsor on the ground over the next four years for international fixtures in India,” BCCI secretary Anurag Thakur said on Thursday.

“On the day Pepsi pulled out as IPL sponsors, they said they are always there with BCCI in one way or the other,” Thakur added.

Pepsi signed a new four-year deal with the board where they will be board’s beverage and snacks sponsor on the ground over the next four years for international fixtures in India. Anurag Thakur also went on to state that the board would use Pepsico to generate a revenue of 150 crore, of which a portion would be used for fan related activities.

“We not only want to increase fan engagement but also work upon revenues. Three associate sponsors in total will help BCCI raise a revenue of Rs 150 crore in 4 years,” Thakur said.