Morning Buzz

Pepsi exec: Women's sports need bigger spotlight

By David Rumsey
David Durochik

Pepsi Beverages North America (South Division) VP & CMO Chauncey Hamlett believes the sports marketing world is not putting enough emphasis on women’s sports. Hamlett, speaking yesterday at SBJ's Brand Innovation Summit in Chicago, said, “What you can't be ignorant to is the fact that it's not enough light being shined on women’s sports. So, we have to lean in. That’s definitely the center of our strategy.” PepsiCo and its brands count WNBA Las Vegas Aces F A'ja Wilson and snowboarder Julia Marino among the female athletes on its talent roster, and Hamlett says fans will see more soon. “There's talent there,” he said. “But if you're not leaning in, then you aren't doing your part.”

Quick hits:

  • On shifting activation dollars in Tampa around Super Bowl LV as other brands pulled out of the market altogether: “Unlike the like year before in Miami when we had concerts -- I can't even name all the concerts and shows we had --  we decided to lean in here on the community side. … The PR we got for that was probably double we got for the stuff we did in Miami.”
  • On sponsoring new athletes in the NIL era: “We're looking at a bit of an influencer strategy when it comes to amateur sports.”

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