PepsiCo is increasing its investment in the Southwestern Athletic Conference (SWAC) in a move to showcase more of its brands while helping to recruit more talent from Historically Black colleges and universities.

The six-year deal will make PepsiCo the first exclusive beverage, sports performance product and salty snacks sponsor of SWAC football, basketball, Olympic sports and esports through 2029. It comes as student enrollment and advertiser interest in HBCUs are on the rise. Pepsi previously was an exclusive beverage partner to the SWAC only, in a deal dating to 2020.

“I have to say our partnership is significant because it underscores PepsiCo's continued commitment to amplifying and supporting HBCUs and uplifting diverse talent,” said Kent Montgomery, senior VP, industry relations and multicultural development for PepsiCo., in an interview.

Montgomery said the expanded deal would help PepsiCo provide more opportunity to recruit promising students.  

“From a Pepsico perspective, what we've always wanted to do is create a pipeline within our organization of how to get talented students, whether they are from marginalized communities like some cases of HBCUs—or other than those,” Montgomery said. “What the SWAC gives us is the opportunity to widen that pipeline.”

Montgomery declined to disclose the precise investment amount but said a portion would go directly to SWAC schools in the form of scholarships. The SWAC is made up of Alabama State University, Alcorn University, Bethune-Cookman University, Florida A&M University, Grambling State University, Jackson State University, Mississippi Valley State University, Prairie View A&M University, Southern University, Texas State University and University of Arkansas at Pine Bluff.

With eight brands engaged, the SWAC deal leverages PepsiCo’s portfolio and mirrors how the brand approaches professional sports, Montgomery said. Fans will see Pepsi Zero Sugar, Gatorade, Doritos and Tostitos throughout the football season; Starry, Gatorade and Ruffles for basketball; Gatorade for Olympic sports; and Rockstar Energy Drink and Mtn Dew for esports.

PepsiCo will be the title partner of the championship trophy of SWAC football as well as SWAC men’s and women’s basketball tournaments, with prominent branding on the football field and basketball courts during the championship events, PepsiCo said.

Pepsi is separately sponsoring the National Battle of the Bands on Aug. 26 in Houston. That event, a competition between notable HBCU marching bands, kicks off what Pepsi is calling an “HBCU tour” that includes branding presence at four college football kickoff classics: the Orange Blossom Classic, State Fair Classic, the Pepsi SWAC Classic Presented by GM and the Florida Classic.

“The Southwestern Athletic Conference is pleased to partner with PepsiCo and its impressive portfolio of brands to enhance our student and fan experience starting this season with much-needed improvements across the conference,” Dr. Charles McClelland, SWAC commissioner, said in a press release. “We’re excited to have PepsiCo and its iconic brands on board with us for the next six years as we continue to work together to uplift and bring new opportunities to our communities.”

SWAC’s corporate partners include The Home Depot, Nike, General Motors, PepsiCo, Cricket Wireless and Academy Sports.