MADISON, Wis. – Pepsi-Cola of Madison and Wisconsin Athletics announced a sponsorship renewal that will keep Pepsi as an Official Partner of the Wisconsin Badgers through the 2028-29 season.

"This is a really exciting time for Wisconsin," said Jason King, Senior Associate Athletic Director. "We're thrilled to continue a partnership with an organization that has the same passion and vision for the future of UW Athletics as we do."

"We're so excited to continue the partnership with Wisconsin," said Tyler Hartmann, Director of Brand Development for Pepsi-Cola of Madison. "With all the great things happening around UW Athletics and now through the development of NIL, we're able to amplify student-athletes' voices and champion their causes. As a partner, we're creating a powerful bond of shared values of our brands and those of the Badgers."



Pepsi has made a notable entrance into the NIL scene, partnering with Wisconsin student athletes Braelon Allen, Johnny Davis, Devyn Robinson, and many more. "I really enjoy working with a brand that not only supports our athletic program, but cares about the students and athletes that represent the Badgers both on and off the field," said Allen, UW running back and Pepsi partner. Pepsi recently announced its continued partnership with Allen through the 2023-24 season, along with fellow Wisconsin Football student-athletes Tanner Mordecai, Chimere Dike and C.J. Williams. 

In addition, Pepsi-Cola of Madison has a long-standing relationship supporting student government and alumni association initiatives, including UW Homecoming, as well Greek Life events, including Lily's Classic.

"We're proud to continue our relationship with an organization that has a great history of supporting the communities we serve," said Mitchell Pinta, Deputy Athletic Director. "By extending this partnership, we'll continue to create a positive impact throughout the state and actively engage fans in our efforts to make a difference. The partnerships that Pepsi is forming with Badger athletes takes this relationship to an even greater level and aligns with our priority to help athletes capitalize on NIL opportunities."

Pepsi-Cola of Madison has been the preferred beverage provider in the student unions and dining halls on the UW campus for more than ten years. Pepsi-Cola of Madison provides category leading brands including Pepsi, Mtn Dew, Gatorade, Lipton, Starbucks, BUBBL'R, and Klarbrunn, including Klarbrunn Sparkling Water Bucky's Cherry Berry. A portion of proceeds of the Wisconsin exclusive flavor are donated to the Badgers Give Back program each year, totaling $132,000 to date to help Wisconsin student-athletes and coaches continue to make an impact in our community.

Celebrate the partnership with Pepsi on April 22 at The Launch, Wisconsin Football's spring practice fan event. All fans in attendance can grab a free Pepsi, Mtn Dew, or Starry 20oz bottle when exiting Camp Randall Stadium. On, Wisconsin!

About Pepsi Cola of Madison: Owned by 35 Pepsi franchise families, WP Beverages includes Pepsi-Cola of Madison, Green Bay and Park Falls distributing Pepsi and associated brands, including Mtn Dew, Gatorade, Lipton, Starbucks, BUBBL'R, Aquafina, and Klarbrunn. Headquartered in Madison and operating nine distribution facilities throughout the Midwest, WP Beverages is focused on providing superior products, exceptional service, and promoting partnerships that highlight local communities and events.