Pepsi on board Orbit 'Dare for more'

The deal incorporates a globally integrated package where Orbit and Pepsi are aligned on communication and product objectives that will provide considerable value-added benefits to guarantee maximum exposure.

A key element of the deal is Pepsi's sponsorship of the premier division of the Dutch league 2004-2005, broadcast on Al Riaydiah channel. This is one of the most competitive and popular European leagues - renowned for developing and showcasing the young and talented star football players of the future. Not only is Pepsi branding the league with on-air benefits but it is also extending its exposure on Orbit's 60-minute weekly program "Week in Dutch Football" - and on "Ghaly's Adventure," the regular bi-weekly 30-minute feature focus on sports celebrity Hossam Ghaly, the ever-popular Egyptian football star who plays for leading Dutch football team Feyenoord.

In addition, reinforcing Pepsi's traditional association with music fans, the company has also confirmed its support of a prime-time block on Orbit's 24-hour music channel "Music Now" - with the exciting addition of the newly created Pepsi "Hit of the week," being broadcast on Orbit's weekly Top 10 music program from Beirut and Cairo.

Pepsi will also be associating its leading Mountain Dew brand on Orbit ESPN's extreme sports channel. The company's new marketing initiative with Orbit will include various branded features, including web banners, insertions in Orbit's monthly programming guide - as well as a supporting spot package, to maximize branding exposure.

Commenting on the deal, Mr. Ahmed El-Azizi Pepsi marketing Director, confirmed, "the Orbit and Pepsi relationship is much more than a sponsorship package. It's a joint partnership where both brands will work together to build consumer interaction and promotional opportunities. Consumers recognize the key strength and qualities of our brands - and recognize that this is a natural fit."