Williams BMW, 7UP announce partnership

WILLIAMS BMW and PepsiCo Beverages International (PBI) announced a multi-year partnership agreement Tuesday which will include advertising and promotional activity. More specifically, Williams will be teaming up with PBI's 7UP brand beginning in 2002.

PepsiCo Beverages International is a division of PepsiCo, Inc., based in Purchase, New York, and operates in more than 200 countries outside of the US and Canada. It's carbonated soft drink brands include Pepsi, Pepsi Light, Pepsi Max, 7UP, and Mirinda.

"The partnership with 7UP will help bring Formula One racing closer to millions of fans worldwide through promotions, events, and of course, advertising", said Jim Wright, Williams BMW Head of Marketing. "We feel we have one of the most focused teams in a highly competitive sport and 7UP shares many of our same values for success".

PepsiCo Beverages International's Chief Marketing Officer, Antonio Lucio, said, "7UP, appointed as the official soft drink partner of the BMW WilliamsF1 Team, instantly becomes a relevant part of Formula One through cross-branding opportunities at the racetrack and beyond".

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