Sidney Crosby signs endorsement deal with Pepsi-QTG, Frito Lay
Pepsi-QTG Canada and Frito Lay Canada have signed a three-year endorsement agreement with hockey player Sidney Crosby. Crosby will participate in marketing activities for the Lay’s, Pepsi and Gatorade brands. Crosby has been an endorsee of Gatorade since last July. “Sidney embodies dedication, leadership and an endless pursuit of excellence, values that are paramount to Pepsi-QTG Canada,” said Richard Burjaw, vice-president of marketing for beverage brands at Pepsi-QTG. “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.” Frito Lay Canada and Pepsi-QTG Canada are both part of PepsiCo.