Orlando City struck a five-year deal with PepsiCo, making the brand the exclusive drink provider of the team.
The deal extends across Orlando City, the Orlando Pride and Exploria Stadium. Pepsi will now provide all soda and water at Exploria Stadium, along with all of the energy drink, muscle milk, juice and tea provided to both Orlando City and the Orlando Pride at their respective training facilities.
PepsiCo South Division president Derek Lewis said the company had hoped to get involved with Orlando City even earlier, and moved quickly to create the new partnership when the club’s contracts came up this year.
“When the opportunity presented itself for 2020 we were very proactive and aggressive to sit down with the team,” Lewis said. “We were able to work it out and pull it off and we’re very energized about it.”
The club will kick off its partnership with Pepsi during its home opener on Feb. February 29, hosting a concert by Ally Brooke after the team’s match against Real Salt Lake.
CEO Alex Leitão joked he checked with his daughters to brush up on Brooke’s stardom and history with Fifth Harmony — she was a member of the popular girl group, then launched a solo career in 2017.
The concert will mark another first for Orlando City, which has never put on a concert in Exploria Stadium before. Brooke will perform a 45-minute set on the field following the conclusion of the game, creating a new challenge for the stadium staff and for the groundskeepers to provide sound and lighting for the event.
The first 200 fans to purchase tickets to the season opener through a Pepsi offer will receive field access for the concert. Those tickets are available at this link.
Leitão also said there will be additional offers and surprises during the season opener.
“This is pretty big and bold,” Leitão said. “We will do things in the course of the year to bring a nicer and better experience to the fans inside the stadium and partners like Pepsi really help us to achieve that objective. We wanted to do something big to celebrate this partnership and [Pepsi] came up with these ideas to put together something very cool for our community and our fans.”
The sponsorship package will extend across the entire organization, encompassing Orlando City, the Pride and the academy as well. It will include support for dieticians with both Orlando City and the Pride, providing recovery drinks and other resources to both teams.
To Leitão, the deal’s emphasis on the Pride reflected the club’s goal of balancing focus between the men’s and women’s sides of the game.
“We need more companies really interested in and supporting the game,” Leitão said. “We have world champions in the city, we have [a player who has won] … best player of the world, so there is a lot that we brought into this community. Pepsi really embraced the entire organization and all the teams.”