Houston Dynamo Sign Dr Pepper as Official Soft Drink Partner

Houston Dynamo of Major League Soccer (MLS) has announced a new long-term partnership with Texas-based soft drink company Dr Pepper Snapple Group (DPS).

DPS has been named as the exclusive soft drink provider of the team and will also receive exclusive pouring rights and a founding partnership at the Dynamo’s new stadium, which is set to open in April next year in downtown Houston.

Pepsi had acted as the MLS’ official soft drink up until this season as pouring rights were sold centrally by the league. However, in April, that changed, and although Pepsi agreed a new deal to remain as the official soft drink of the MLS, the company lost the local rights aspect of the deal, paving the way to Dynamo’s agreement.

Steven Powell, Houston Dynamo’s senior vice president for business development, stated: “We are pleased to announce our new partnership with Dr Pepper and all of its market-leading brands. During our consideration process, Dr Pepper demonstrated the greatest ability to not just join us as a sponsor but to become a key marketing partner for both the team and our new stadium.”

DPS will activate various elements of the partnership during the 2011 MLS season, including grassroots schemes; however, the bulk of the partnership will only kick in for the 2012 season at the Dynamo’s new stadium, where the company will appear as a featured on-site vendor.

Grove Brame, senior vice president and general manager of the DPS Southwest Business Unit, added: “Dr Pepper Snapple Group is very pleased to be working with the Houston Dynamo, bringing together two great Texas brands and aligning us with one of the most exciting teams in MLS. You can’t find a better, more passionate soccer fanbase in the country than Houston’s, and we are looking forward to partnering with the Dynamo on developing exciting marketing programmes that will play to the strengths of our brands and enhance the fan experience at the new Dynamo stadium.”