Within months after withdrawing as the title sponsor for the Indian Premier League (IPL), soft drinks major PepsiCo has re-entered into a collaboration with the Board of Control for Cricket in India (BCCI) as one of its three new associate sponsors.

In October last year, PepsiCo pulled out of their deal with the IPL due to the spot-fixing scandal that tarnished the image of the cash-rich tournament. However, the American company is back on the cricket field and will be the BCCI’s sponsor for ground activities, beverage and snacks in all international fixtures over the next four years.

Two more associates sponsors will shortly be announced, and all three combine together will earn BCCI a revenue of Rs. 150 crore in four years. The agreement also gives PepsiCo benefits of prominence in stadium branding and on-ground advertising for 80 matches in four years across the three formats. Gatorade,  an energy drink from PepsiCo stable, will become the official performance drink of the cricket team.

According to D Shivakumar, chairman and CEO, PepsiCo India it will help the company to leverage the benefits of branding for its portfolio across food and beverage.