PepsiCo Hits a Grand Slam, Naming Baja Blast as MLB's Official Soft Drink

PURCHASE, N.Y. – February 19, 2026 – As the crack of the bat returns for Spring Training, a new flavor is stepping up to the plate. PepsiCo has announced a landmark partnership with Major League Baseball, naming its cult-favorite Mountain Dew® Baja Blast® as the league's Official Soft Drink. The multi-year agreement brings the iconic tropical lime soda to ballparks across the nation, marking a significant strategic play for the beverage giant.

In a move that solidifies its deep-rooted connection to America's pastime, PepsiCo also renewed its long-standing sponsorship with Gatorade®, extending a relationship that will now span four decades. To commemorate the dual announcements, representatives from PepsiCo and MLB will ring the Nasdaq Opening Bell in Times Square, signaling a powerful new chapter for both organizations.

A Strategic Return to the Diamond

This partnership represents a strategic triumph for PepsiCo, which now holds league-wide rights across all four major North American professional sports leagues: the NFL, NBA, NHL, and now, MLB. The deal positions the company for unparalleled brand visibility and market dominance in the lucrative sports sponsorship arena.

More notably, the agreement marks PepsiCo's return to the official soft drink category in baseball after a notable absence. The company previously held the rights for nearly two decades before its rival, The Coca-Cola Company, took over from 2017 to 2019. For the past six seasons, MLB has been without a national soft drink sponsor, a void that Mountain Dew Baja Blast now fills with its distinct, vibrant branding.

"Mountain Dew Baja Blast brings the same electrifying energy to baseball that fans feel with every sip of our tropical citrus soda – whether it's at first pitch, during a seventh‑inning stretch, or in the middle of a late‑game rally," said Mark Kirkham, Chief Marketing Officer at PepsiCo Beverages U.S. "As the official soft drink sponsor of MLB, we're excited to fuel fans' passion for the game all season long."

Riding the Wave of Baseball's Resurgence

The timing of PepsiCo's investment is no coincidence. The partnership aligns with a period of remarkable growth and revitalization for Major League Baseball. The league is coming off a historic Postseason and World Series, with viewership, attendance, and fan engagement metrics soaring.

Recent rule changes, such as the introduction of the pitch clock, have successfully improved the pace of play, with the average game time in 2025 clocking in under 2 hours and 40 minutes for the third consecutive season—a feat not seen in 40 years. This faster, more athletic brand of baseball has captured the attention of a broader audience. Viewership for the 2025 World Series reached record highs, with Game Seven becoming the most-watched MLB game in 34 years.

Crucially, MLB has made significant strides in attracting a younger, more diverse fanbase. Viewership among fans aged 18-34 for the 2024 World Series surged by an astounding 93%, and digital platforms like MLB.TV have seen their average subscriber age decrease. This growing demographic perfectly aligns with the target audience for Mountain Dew Baja Blast, which PepsiCo has identified as being led by Gen Z and multicultural consumers.

"Mountain Dew has always shown up where fans are most passionate, and this relationship is a perfect illustration of that approach as the momentum and excitement around MLB is soaring," noted Uzma Rawn Dowler, MLB Chief Marketing Officer & Senior Vice President, Global Corporate Partnerships. "Game day is about energy, excitement, and being part of something bigger – and Mountain Dew gets that."

Beyond the Billboard: Engaging the Modern Fan

Moving beyond traditional advertising, the partnership is anchored by an innovative, interactive fan engagement platform. Mountain Dew will launch a season-long promotion called 'Get a Baja for a Blast,' designed to directly reward fans for one of baseball's most exciting moments: the home run.

The program will turn long-distance home runs into product rewards, creating a direct link between on-field action and consumer benefit. While full details are forthcoming on a dedicated website, BajaBlastHomeRuns.com, the concept signals a shift toward experiential marketing that makes fans active participants rather than passive viewers. This strategy is tailored for a digital-native generation that values authentic, shareable experiences.

By tying rewards to the game itself, Mountain Dew integrates its brand directly into the fabric of the fan experience, building loyalty and excitement with every towering home run. This approach reflects a broader trend in sports marketing, where brands are increasingly seeking to create memorable, event-driven activations that resonate on a personal level.

A Four-Decade Foundation

While the Baja Blast partnership represents a new frontier, it is built upon a solid foundation established by another key PepsiCo brand. The renewal of Gatorade's sponsorship underscores the depth and longevity of the company's relationship with MLB. As the league's Official Sports Drink since 1990, Gatorade has been a ubiquitous presence in dugouts and bullpens for over three decades, synonymous with athletic performance and hydration.

This dual-brand strategy allows PepsiCo to engage with baseball from two distinct angles: Gatorade reinforcing its credentials with athletes on the field, and Mountain Dew Baja Blast connecting with the energy and passion of the fans in the stands. This holistic approach is indicative of PepsiCo's recently unified sports marketing division, a 'Center of Excellence' designed to create comprehensive strategies across its vast portfolio.

The combined force of these two powerhouse brands within MLB sends a clear message about PepsiCo's commitment to sports as a central pillar of its global marketing vision. As the 2026 season dawns, fans can expect to see and taste this new energy, whether they are cheering from the bleachers or watching from home.