Business Challenge:

PepsiCo had taken a major stance in sports by owning and growing the NFL Pepsi Super Bowl halftime show and was aiming to create a similar space in the NBA with the Mountain Dew brand.


Pepsi partnered with Navigate on a 3-year engagement to study and measure the impact and effectiveness of their investment with the NBA and four individual NBA teams, with the goal to identify sponsorship growth opportunities among NBA fans.


The Mountain Dew-NBA sponsorship optimization engagement provided foundational understanding of the sponsorship performance as well as the consumer profile when it comes to soft drink beverage sentiment and consumption. Together, the data and insights are driving next steps for PepsiCo to continue to grow and strengthen their sports sponsorship portfolio.