By Mark Baber
21 March – CONCACAF has agreed a new deal with soft drinks manufacturer Dr Pepper Snapple Group (DPS) for 7UP to be the Official Soft Drink of the 2013 CONCACAF Gold Cup. The sponsorship will almost certainly add fuel to the debate over soccer’s role in public health.
7UP is the main brand of the Dr Pepper Group in the USA and through its sponsorship of the Gold Cup the company is targeting the Spanish-speaking youth market.
Olivia Vela, director of multicultural marketing for DPS said, “Soccer is defined by great moments, and 7UP fans love to savor life’s moments, which is why we are pleased to be sponsoring this year’s Gold Cup. We’re looking forward to working with CONCACAF to develop programs that reward our fans’ passion for the Beautiful Game and for life in general with a truly memorable experience at one of the biggest soccer events on the continent.”
CONCACAF were represented in the negotiations by Traffic Sports, whose director of sponsorship sales and marketing, Marcelo Radice, said: “We are delighted to have DPS back as a sponsor of the Gold Cup. Their participation is a great example of brands with multi-national appeal truly capitalizing on a multi-national tournament.”
DPS was recently sued by the Center for Science in the Public Interest (CPSI) over claims of added anti-oxidants in some of their (now discontinued) drinks. The CPSI said: “Non-diet varieties of 7UP, like other sugary drinks, promote obesity, diabetes, tooth decay, and other serious health problems.”
The Centers for Disease Control and Prevention say that reducing soda consumption is a priority of public health officials as “High consumption of SSBs [sugar-sweetened beverages] has been associated with obesity…diabetes, elevated triglycerides, cardiovascular disease, non-alcoholic fatty liver disease, elevated uric acid levels, gout, and dental caries.”
Regardless, CONCACAF make no public health claims on their web site and their statement says, “7UP will work with CONCACAF and its commercial agency, Traffic Sports, to develop programs that engage and excite fans leading up to and surrounding the Gold Cup – including consumer promotions, retail merchandising, ticket giveaways, premium offers, in-game advertising, product sampling and inclusion in promotional marketing materials, among other activities. The agreement also includes Clamato, Squirt, Sunkist soda, Peñafiel and other DPS brands.”
Contact the writer of this story at moc.l1738730318labto1738730318ofdlr1738730318owedi1738730318sni@r1738730318ebab.1738730318kram1738730318