Pepsi to add fizz to DSF 2006

Since the festival's inception in 1995, Pepsi has supported Dubai Shopping Festival and played a key role in its growth and success. Pepsi fans in the region can look forward to fun and excitement at the Sports Fiesta that will be held at the Dubai Global Village. The fiesta will feature football, basketball and cricket tournaments and will run for four months.

Dubai Refreshments Company (DRC), the sole franchisee and distributor for PepsiCo products in Dubai and Northern Emirates, will also run joint promotions with DSF offering Pepsi fans additional opportunities to win fabulous prizes.

May El-Labban, Marketing Projects Manager, Dubai Refreshments Company (DRC) said:

"DSF gets bigger and better every year and we are delighted to be involved once again. The Sports Fiesta has been well received in the past, and we have a great line up for the next edition as well."

More than 10,000 amateur sports fans aged over 11 years and above, are expected to take part in the tournaments. Players will compete in a series of qualifying pool matches with winners progressing to the final knockout stages. Cricket matches will get under way in mid-November 2005, followed by basketball and football tournaments. The games will continue throughout DSF 2006.

Live music, dance shows and giveaways are also on the cards besides great sporting action in Dubai's Global Village. DRC has set up hotlines for those interested in additional information; for basketball, participants can call 050-216-7022 and 050-216-7023 for football.

"Pepsi and sport go together, and the growing popularity of the Fiesta has given us the perfect excuse to extend the duration of the event. Supporting DSF reflects Dubai Refreshments Company's tradition of enriching the Dubai experience for both residents and visitors. Under the Pepsi banner, we have backed several sporting, music and cultural events. We look forward to another memorable DSF, full of fun and excitement," added El-Labban.

For more than half a century, Dubai Refreshments has been a loyal supporter of a number of government initiatives to firmly establish the Emirate as one of the world's most exciting destinations, such as Dubai World Cup, Dubai Desert Classic, WTP/ATP Tennis Open and Dubai Summer Surprises.