Nike or Pepsi,
top brands often need a comprehensive plan—
strategically planning their business promotion over the long term through geographic and temporal dimensions.
This is a major game of chess.
Around 2012, Pepsi had already set its sights on the entire competitive sports market, taking on its age-old rival Coca-Cola.
In April 2015, Coca-Cola ended its thirty-year partnership with the NBA, and Pepsi stabbed its rival in the back, securing an exclusive sponsorship contract with the NBA. This marked the change of the main sponsors of the Big Four leagues in North America to Pepsi.
These were the NFL for football, the MLB for baseball, the NHL for hockey, and the NBA for basketball.
Pepsi's penetration into the competitive sports of the North American continent had reached a new peak, and their roster of star endorsers was countless:
Messi. Van Persie. Aguero. David Luiz. Wilshere. Ramos. Kompany. Salah. Mario Gomez.
And so on and so forth.
