Pro sports in Pepsi’s court with NBA deal

Sports Marketing Playbook

By Douglas N. Masters and Seth A. Rose

Douglas N. Masters is a partner at Loeb & Loeb LLP, where he litigates and counsels clients primarily in intellectual property, advertising and unfair competition. He is deputy chairman of the firm’s advanced media and technology department and co-chair of the firm’s intellectual property protection group. He can be reached at dmasters@loeb.com.

Seth A. Rose is a partner at the firm, where he counsels clients on programs and initiatives in advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media. He can be reached at srose@loeb.com.

Posted May 12, 2015 2:47 PM

In what looks like a well-executed steal, PepsiCo signed a five-year corporate sponsorship deal in April with the National Basketball Association, replacing the Coca-Cola Co. — which had a 29-year sponsorship relationship with the NBA — and locking down food and beverage sponsorships for all four major North American professional sports.Although Pepsi’s Gatorade has been the long-standing official sports nutrition drink of the NBA, Coca-Cola has been the primary marketing partner since 1986, promoting its …

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As NFL protects lucrative Super Bowl IP, some businesses retort

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By Douglas N. Masters and Seth A. Rose