People in Texas enjoy football in three levels: the high school level, the college level, and the professional level. In a 2008 ESPN article, the state is described as “football-mad Texas,” and the importance of the sport is evident in how “the media designate ample amounts of time and space covering the sport.” In fact, the sport is given so much importance that Bill Clinton’s impeachment did not even receive the same amount of coverage as Permian’s loss to Midland Lee during the high school state championship in 1988. This kind of craze permeates the three levels of football that Texans enjoy.
Pepsi spends millions of dollars annually to sponsor sports. From football to baseball, Pepsi uses its sponsorship deals to create intimate and loyal relationships with fanbases. PepsiCo penetration of pop culture through sports is incomparable. As a title sponsor for most sports and sporting events, Pepsi has billion of eyes around the world on its products for days, weeks, months, or even years.
For instance, in 2002, Pepsi replaced Coca-Cola as the official soft drink of the National Football League in a five-year mega deal worth $200 million. In 2015, PepsiCo announced another big win over its adversary. The sponsorship of NBA, ending Coca-Cola’s nearly 30-year run.