Major League Baseball and Coca-Cola have reached a multi-year deal to make Coke the official soft drink of MLB, according to a press release from the league.
Millions of fans across the major leagues enjoy a Coke or various Coca-Cola products while watching their favorite teams play. Coke beverages and signage is common in stadiums across the big leagues, and the brand’s commercials often fill time between innings on television.
Thanks to a new deal between the two, Coke will have an even larger presence within baseball. On Opening Day, Major League Baseball announced that Coca-Cola is once again the official soft drink of MLB after a two-decade absence.
Taste the feeling! @CocaCola is now the official soft drink of Major League Baseball. https://t.co/osqK2rXi60 pic.twitter.com/djUUkGiV5y
— MLB (@MLB) April 3, 2017
Primary rival PepsiCo signed a five-year deal to replace Coca-Cola as MLB’s official soft drink in 1997, and held the distinction for 20 seasons. However entering the 2017 season, more than half of big league teams had individual deals with Coke. The Boston Red Sox, Los Angeles Angels, Los Angeles Dodgers, New York Mets and Coke’s hometown Atlanta Braves are among the 18 major league franchises that use Coca-Cola products exclusively in their ballpark concession areas.
Despite the new league-wide deal with Coke, PepsiCo still has a place at the table. That fact could make things a bit awkward, according to Terry Lefton of Sports Business Daily:
"Meanwhile, Pepsi’s Gatorade brand is remaining an MLB sponsor after 27 years with the league. The switch to Coke also will make MLB promos more difficult for league sponsor Papa John’s, since it pours Pepsi."
Pepsi also still holds partnerships with some of MLB’s biggest fanbases. Specifically, Pepsi is still on tap at Chicago’s Wrigley Field and at Yankee Stadium.
Next: 2017 FanSided MLB season preview
According to the press release, the new deal between Coke and MLB will provide the beverage giant with the ability to reach fans in a variety of ways, including digital platforms and social media. Expect for Coca-Cola to be a visible presence on official major league team web sites MLB.tv and MLB Network, among others. Deals, promotions and other perks will also be available for fans attending games using the MLB.com Ballpark app.