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Written by The Staff   
Wednesday, 27 September 2006 11:16

Frito LayMediaweek is reporting that MLB and PepsiCo are nearing a partnership deal for the playoffs and the World Series. While Pepsi has been the official carbonated drink of MLB since 1997, Frito Lay may become the official "salty snacks provider, a category previously untapped by MLB marketing honchos."

As reported:

Terms of the deal were not disclosed. An MLB official said there is "a significant increase in terms of overall rights" over past Pepsi deals. The first, in 1997, was a five-year pact that analysts put at $50 million; a second five-year deal, signed in 2002, was valued at $80 million.

Frito Lay previously joined Pepsi to activate MLB's all-star game retail balloting program. In 2007 they will play a more energetic role as an official MLB partner, likely to include baseball-themed marketing and packaging. The deal also means MLB joins the NFL and NHL with official Pepsi-Frito Lay tandems.

"This is a valuable category in terms of targeting consumers," said Susan Goodenow, vp-business public relations at MLB, New York. "When you think baseball, you think snacks."

 The playoffs begin on October 2nd, with the World Series scheduled to start on October 21st.

(Mediaweek

 
 
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