The NBA, the WNBA and NBA G League have named STARRY as the official soft drink of the leagues.
The deal also sees STARRY – PepsiCo‘s new lemon lime drink – become the title partner of the NBA All-Star 3-Point Contest which takes place on 18 February in Salt Lake City, Utah.
Tara Mulcahy, Head of Marketing Partnerships at the NBA, commented: “We are thrilled to welcome STARRY to the NBA, WNBA and NBA G League as the leagues’ new official soft drink.
“The NBA family and PepsiCo have a tremendous track record of finding new and meaningful ways to engage our fans, and bringing the success we’ve built with PepsiCo’s portfolio of brands to STARRY through NBA All-Star is a fitting way to introduce the product to the public.”
Furthermore, the firm’s branding will be shown during ‘big moments’ at basketball matches, both on court and on-screen.
“The WNBA is proud to continue its relationship with PepsiCo as STARRY becomes the latest member in our lineup of world class partners,” said Colie Edison, Chief Growth Officer at the WNBA.
“PepsiCo has been a strong supporter of the WNBA, helping grow the league through its activation around WNBA All-Star events like WNBA Live and the 3-Point Contest, and we look forward to being part of this special launch.”
STARRY will premiere its commercial during NBA All-Star 2023, which the firm asserted will feature ‘notable talent and some surprise appearances’.
“STARRY Hits Different. It has an attitude that embraces the irreverent optimism of our consumers and basketball fans alike,” noted Michael Smith, Senior Director of STARRY Brand Marketing.
“We believe that a dose of the unexpected creates a little more fun, and that’s why partnerships with the NBA, WNBA and NBA G League, and specifically the 3-Point Contests, are the perfect fit for STARRY.
“STARRY will bring a fresh perspective to the NBA, WNBA and NBA G League and help elevate the game’s most exciting moments.”
