PepsiCo’s sports drink Gatorade announced a partnership with the National Football League (NFL) in China to promote American football in the country.
Under the agreement, the two sides launched the “2016 Gatorade One Pass to Fame”, an American football program, to cover key colleges and universities across six Chinese cities. The programme will cover an estimated100,000 Chinese fans, some of whom will travel to the O2 in London for a pre-season NFL game. There, those fans will be given a chance to take part in a competition for a trip to Super Bowl LI in Houston.
In China, the two parties unveiled the limited edition Gatorade bottle packaging with the most recent Super Bowl 50 Champion and legendary NFL star Peyton Manning.
With NFL’s brand profile on the rise in China, local partners are seeking to activate the brand through interactive experiences and campaigns that resonate and reach the growing NFL fan base in China. The growing fan base and rising brand value are also important reasons contributing to the co-operation between Gatorade and NFL China.
Source: NFL China
Proofread by Sean O Diobhilin.