Pepsi has held beverage rights at the park since it opened in 2003, and its relationship with the Reds dates back more than decade. Now, the latest red versus blue saga sees Coke coming on board with broad-based exclusive beverage rights that include soft drinks, isotonic, juice and energy drinks.
“Our brands are a good match because of the ‘red theme’ we share, and we hope to use Coke’s reach to attract some additional business,” said Bill Reinberger, Reds vice president of corporate sales, adding that sponsorship sales are pacing a few points ahead of last year. “Every deal takes longer, so it’s all about cultivating relationships and having a lot of patience.”
For those keeping score, the addition of the Reds to Coke’s portfolio makes it 16-14 to Pepsi in terms of Major League Baseball team deals. However, a few deals are still in play and the Baltimore Orioles’ affiliation with Coke is an odd one since there are no pouring or marketing rights included.
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