SWAC and PepsiCo Join Forces: Taking HBCU Sports to a Whole New Level of Awesome!

PepsiCo and the Southwestern Athletic Conference (SWAC) have expanded their partnership to boost HBCU sports. The new deal makes PepsiCo the primary sponsor for carbonated soft drinks, sports performance beverages, and snacks in the 12-school conference. This extended collaboration aims to enhance SWAC's visibility and provide opportunities for student athletes. The partnership's benefits include mental health support, scholarships, and on-site mentorship for SWAC students. PepsiCo's commitment affirms its dedication to HBCUs and strengthens SWAC's position in the corporate space. The alliance paves the way for potential collective efforts with competitors to support more HBCUs. Overall, the partnership elevates SWAC's status and offers players broader platforms for success in college sports.

PepsiCo signed a three-year partnership with the Southwestern Athletic Conference (SWAC) as its main beverage sponsor, committing to hire a SWAC student athlete from each university after graduation and dedicating 60 cents out of every sponsorship dollar to educational opportunities for SWAC athletes.

• The partnership brought water to Jackson, Mississippi, during a water treatment facility failure, showcasing PepsiCo's commitment to the SWAC and its surrounding community.

• An expanded partnership between PepsiCo and SWAC was unveiled during the recent media day, extending the deal to six years and including more brands: Pepsi Zero Sugar, Gatorade, Starry, Rockstar, Mountain Dew, Doritos, Tostitos, and Ruffles.

• The new deal further legitimizes SWAC and provides branding opportunities for PepsiCo in SWAC events throughout the football season, basketball season, and esports programs.

• Part of the funding from the sponsorship will support mental health professionals for student athletes and scholarships to benefit future graduates.

• PepsiCo will continue mentorship and recruitment efforts among the 100,000 students spread across 12 SWAC schools, having already hired over 200 SWAC students.

• The expanded partnership puts SWAC on a similar sponsorship playing field as larger college conferences, providing players with greater visibility and opportunities.

• SWAC has signed major deals, including a broadcasting agreement with Allen Media Group's HBCU GO and a rivalry game against MEAC broadcast on ESPN through 2026.

• By establishing strong ties with SWAC, PepsiCo is reaffirming its commitment to HBCUs and creating potential opportunities for collective good with its chief competitor in supporting more HBCUs.