Major League Soccer (MLS) franchise the Houston Dynamo has announced a new long-term partnership with Texas-based soft drink company Dr Pepper Snapple Group (DPS).

In addition to serving as the exclusive soft drink provider of the Houston Dynamo, DPS will also have pouring rights at and a founding partnership in the new Dynamo stadium, which will open in 2012.

The 2011 season marks the first year Major League Soccer teams have been able to sell the soft-drink sponsorship category, and DPS will activate with several elements throughout the season while also working with the Dynamo to reach fans at the grassroots level.

“Dr Pepper Snapple Group is very pleased to be working with the Houston Dynamo, bringing together two great Texas brands and aligning us with one of the most exciting teams in MLS,” said Grove Brame, Senior Vice President and General Manager of the DPS Southwest Business Unit. “You can’t find a better, more passionate soccer fan base in the country than Houston’s, and we are looking forward to partnering with the Dynamo on developing exciting marketing programs that will play to the strengths of our brands and enhance the fan experience at the new Dynamo stadium.”

When the Dynamo stadium opens in 2012, DPS will have exclusive pouring rights throughout the venue and will be a featured on-site vendor. DPS is the second company to sign on as a founding partner in the new stadium.

“We are pleased to announce our new partnership with Dr Pepper and all of its market-leading brands,” said Dynamo Senior Vice President for Business Development Steven Powell. “During our consideration process, Dr Pepper demonstrated the greatest ability to not just join us as a sponsor but to become a key marketing partner for both the team and our new stadium.”

Source: houstondynamo.com

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