Pepsi MAX Inks Deal With Basketball Star Kyrie Irving

Apr 24, 2012, 10:12 ET from PepsiCo

PURCHASE, N.Y., April 24, 2012 /PRNewswire/ -- Pepsi MAX announced today an exciting partnership with Cleveland Cavaliers' star point guard Kyrie Irving through the 2012-2013 season.  Pepsi MAX plans for Kyrie include branded videos, extensive social media integration, retail activation, and more. 

"After the success of Kyrie's video in our Pepsi MAX for Life promotion [see video below], we are excited to formalize and extend our partnership with him," says Lou Arbetter, Director on the Pepsi MAX brand team. "We love Kyrie's charisma, fearless attitude, and determination, and we feel that he's is a great fit with the Pepsi MAX brand.  We look forward to working with Kyrie to engage our consumers and his constantly growing fan base with some fun content and experiences."

In celebration of the partnership, Irving will take over the Pepsi MAX Instagram account (@PepsiMAX) on April 25th, giving fans a behind-the-scenes look at the last home game of his rookie season.  In addition, Irving will be hosting a live question and answer session on May 3rd through the @PepsiMAX Twitter account to talk with fans about his rookie season. 

"I've stayed focused and played hard on the court all season long," said Irving.  "I'm thrilled to partner with Pepsi MAX and really do some fun things.  I can't wait for everyone to see the creative ideas we have planned." 

Kyrie, who was the #1 overall draft pick last season, is a favorite to win 2011-2012 rookie of the year and is part of the foundation for the Cavalier franchise as they build for a successful 2012-2013 season. 

To view the social media assets associated with this release, please visit Pepsi MAX on Facebook (, on Twitter (@PepsiMAX), and on Instagram (@PepsiMAX).

Pepsi MAX for Life Campaign Video: Please click:

About Pepsi MAX

Pepsi MAX, with its zero calories and maximum Pepsi taste, is one of PepsiCo's billion-dollar global brands and is part of Pepsi Americas Beverages.  To learn more about Pepsi MAX, visit Pepsi Max on Facebook at: or on Twitter at: @PepsiMAX.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 22 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit