PepsiCo Canada — Partnership Activation
Led activation across one of Canada’s largest sports sponsorship portfolios, turning rights into scalable fan experiences across leagues and platforms.
NHL | NBA | MLS | CFL
PepsiCo held one of the most complex sports sponsorship portfolios in North America. From 2011 to 2013, I served as the activation and fulfillment team prior to relocating to Qatar. I worked across every major Canadian sports property, managing contracts, brand rights, in-arena execution, hospitality and promotional programs simultaneously across 5 leagues, 20+ teams and 1 marquee athlete endorsement.
The portfolio spanned the NHL/NHLPA (12 Pepsi teams, 3 Frito teams, Gatorade exclusive bench and dressing room rights), the CFL (5 team deals, Grey Cup activation and halftime rights), the NBA (Toronto Raptors, All-Star hospitality), MLS (exclusive Gatorade field and dressing room rights) and the NFL (16 Pepsi team partnerships, Super Bowl programming), across brands including Pepsi, Gatorade, Lay's, Doritos, Tostitos, Aquafina and more.
At the athlete level, we namely supported a 3-year, Sidney Crosby Gatorade endorsement, managing production, appearances and promotional fulfillment for one of the most recognized athletes in the world.
Every activation, every contract obligation, every brand touchpoint, delivered on time, on brand and on brief, across one of the most demanding multi-property mandates in Canadian sports.
Project Gallery
