PepsiCo scores new official soft drink title with United Center, Chicago Bulls and Chicago Blackhawks

PepsiCo Partnership Will Fuel All-New Fan Experiences, Helping United Center Guests Enjoy Concerts and Sporting Events Like Never Before

CHICAGO, July 12, 2023 -- Today the United Center, Chicago Bulls and Chicago Blackhawks announce a new multi-year partnership with PepsiCo, a global leader in the food and beverage industry. As the official soft drink provider, PepsiCo will deliver a variety of thirst-quenching beverages – including some of its most popular products, like Pepsi Zero Sugar, and its new lemon lime flavored soda STARRY – to passionate fans at all concessions and beverage stands throughout the arena, as well as the newly designed Pepsi Grab & Go store in the United Center Atrium.

Chicago Bulls and Chicago Blackhawks mascots stand in front of a Pepsi truck in front of the United Center arena. The United Center arena displays the Pepsi and Starry logos on its outer walls.

Beyond these new beverage offerings, Pepsi and STARRY will go the extra mile and offer one-of-a-kind experiences to United Center guests all year long — starting with Bulls Fest August 19 – 20 where fans can have a chance to win beverages, game tickets, pre-game access and exclusive appearances. Later this year, shoppers at local retail stores can enter for a chance to win access to concert tickets, game tickets and gear from their favorite teams. To help fans enjoy more moments of unapologetic enjoyment at the United Center, Pepsi will create unique VIP experiences and activations that span across sports, music and entertainment for select fans to have opportunities of a lifetime.

"Chicagoans live and breathe sports, entertainment, and creativity. Our athletes, artists, and fans are some of the most passionate in the world and the United Center hosts the city’s most unforgettable moments," said Kalen Thornton, VP of Sports, Gaming and Entertainment, PBNA. “Our company’s longstanding presence here in Chicago goes back more than 100 years, where we’ve fueled iconic athletes in the game and celebrated fandom off the court. The expanded partnership with the Chicago Bulls and Chicago Blackhawks is the ultimate opportunity for us to continue giving back to our neighbors and support our culture. We can’t wait to lift up Chicago fans, its teams and players, and our city’s vibrant community with epic experiences brought to you by iconic brands like Pepsi, our new lemon lime flavored soda STARRY, fan favorite MTN DEW and more.”

Recognizing social injustice in Chicago, PepsiCo will partner with both the Chicago Bulls and Chicago Blackhawks to advance racial equality with local community organizations. This includes PepsiCo stepping up as the Presenting Sponsor of the Chicago Blackhawks Foundation’s new Job Exposure Pilot Program, which aims to increase awareness of career fields and job opportunities among young people through a partnership with West Side after school and school organizations. PepsiCo will also provide funding and development resources to minority-led nonprofits, advancing Chicago Bulls’ existing partnership with AMPT: Advancing Nonprofits, which strengthens the organizational health and supports long-term development of Black and Latine-led nonprofits on Chicago’s West and South sides.

"Together with the Chicago Bulls and Chicago Blackhawks, the United Center is committed to elevating the fan experience by partnering with brands who lead with innovation and offer best-in-class products," said Joe Myhra, Senior Vice President, United Center. "We are thrilled to collaborate with PepsiCo in the coming years as we work to create iconic experiences for fans at the arena in addition to expanding our collective impact in our surrounding community."

Fans are invited to celebrate this legendary new partnership on July 20 at Chicago’s Union Station’s Great Hall with Pepsi, STARRY, the United Center, the Chicago Bulls and the Chicago Blackhawks. Join the party between 3:00 – 7:00PM CT to sample Pepsi Zero Sugar and STARRY, test your basketball and hockey skills with games like the pop-a-shot and shoot the puck, have the chance to win prizes including Chicago Bulls and Chicago Blackhawks tickets, and have your photo taken with Benny the Bull and Tommy Hawk while other Bulls and Blackhawks personalities cheer you on!

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.

About the United Center

The United Center is on a state-of-the-art arena campus, including a 960,000 square-foot multi-use entertainment facility and over four additional buildings, that has welcomed more than 65 million fans since opening in 1994. Home of the Chicago Bulls of the National Basketball Association and the Chicago Blackhawks of the National Hockey League, the United Center hosts more than 200 events each year, including the best sporting events, musical performers, family shows and special events in the industry. An iconic legacy and commitment to superior service makes the United Center one of the premiere venues in the world. For more information, visit

About the Chicago Bulls

The Chicago Bulls are a global sports and entertainment organization that is part of the National Basketball Association. A professional basketball team founded in 1966, the Bulls have won six NBA championships (1991, 1992, 1993, 1996, 1997, 1998) and become an iconic brand with a worldwide fan base, including more than 38 million followers across multiple social media platforms.

The Bulls take pride in championing inclusivity within the workplace and have a longstanding history of giving back to underserved communities across Chicago. Through Chicago Bulls Charities – the philanthropic arm of the organization – and the team’s Community Relations department, the Bulls contribute time, materials, resources and financial donations to organizations that align with the four pillars of its community violence prevention strategy: Education, Health and Wellness, Community Investment and Youth Opportunity Access.

About the Chicago Blackhawks

Founded in 1926, the Chicago Blackhawks are one of the "Original Six" professional ice hockey teams in the National Hockey League (NHL) and six-time Stanley Cup Champions (1934, 1938, 1961, 2010, 2013, 2015). Members of the Central Division in the NHL's Western Conference, the team calls the United Center home and practices out of Fifth Third Arena, which also serves as a state-of-the-art community space and hub for youth hockey development. The Chicago Blackhawks Foundation, the team’s official charitable arm, works to create a healthier, smarter, more secure world for children and families across Chicagoland by providing access to programming and resources that make a positive impact. For more information, visit or follow the team at @NHLBlackhawks on social media channels.

Media Contacts

United Center

Colleen Quinn, Director of Communications and Digital Marketing


Erin Thomas, Senior Director of Communications

Chicago Bulls

Caroline Mattingly, Director of Brand Communications

Chicago Blackhawks

Anthony Filomena, Public Relations Manager


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