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.