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Sidney Crosby Signs Three-Year Deal with Frito Lay's and Pepsi |
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Written by Wire Services
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Thursday, 25 May 2006 |
Pepsi-QTG Canada and Frito Lay Canada today announced the signing of a three-year agreement with Sidney Crosby, who recently became the youngest player ever to lead tournament scoring and named the top forward in the recent 2006 IIHF World Hockey Championship in Latvia and was also selected for the all-star team.
Crosby will be featured in marketing activities for the Lay's, Pepsi and Gatorade brands, extending the highly successful relationship between Crosby and the Gatorade brand announced last year. The first pick of the 2005 NHL entry draft, and recently named one of three finalists for the Calder Memorial Trophy for NHL Rookie of the Year, Crosby has captured the hearts of the entire hockey community.
Born in Halifax, Nova Scotia in 1987, Crosby began playing hockey in his basement at age 2 and began ice skating at 3. His father, Troy Crosby was a goalie, who played junior hockey with the Verdun Juniors and was a 12th round draft pick of the Montreal Canadiens in 1984. Though he never played professional hockey, Crosby's father certainly put him on the right path. At age 14, he was featured on the CBC show, Hockey Day in Canada and in 2003, Sidney was the only player under age 18 invited to join Canada's National Junior Team.
Richard Burjaw, Vice President of Marketing, beverage brands said, "Sidney is a rising Canadian hockey star and a local hero and we are thrilled to be extending our relationship with him beyond Gatorade to include other brands in the PepsiCo family."
"The Pepsi and Lay's brands have a long history of supporting hockey, from partnerships with Mark Messier and Wayne Gretzky to our support of Hockey Canada," said Dale Hooper, Vice President of Marketing, Frito Lay Canada. "We're proud to continue this tradition by partnering with Sidney Crosby, Canada's rookie sensation."
Crosby has broken numerous records during the 2005-2006 hockey season including becoming the youngest player in NHL history to score 100 points and setting a Pittsburgh Penguins rookie scoring record with 102 points said, "I'm thrilled to be part of the Pepsi and Lay's team as they've always been big supporters of hockey," said Crosby. "Hockey brings families and friends together and with the support of Pepsi and Lay's, we can encourage
even more Canadians to gather and enjoy our country's favourite sport." |
