Nackard Pepsi has formalized a comprehensive beverage partnership with Northern Arizona University’s athletics department, establishing the regional distributor as the official beverage provider for Lumberjacks sporting events. The multi-year agreement positions Nackard Pepsi products throughout NAU’s athletic facilities, enhancing fan experience while generating revenue streams for the university’s sports programs.
The partnership encompasses all major NAU athletic venues, including the Walkup Skydome and J. Lawrence Walkup Stadium, where thousands of fans attend football, basketball, and other collegiate sporting events throughout the academic year. Under the agreement, Nackard Pepsi will supply a full portfolio of beverages including Pepsi-Cola products, Mountain Dew, Gatorade, Aquafina water, and other brands within the PepsiCo family to concession stands and hospitality areas.
This strategic alliance reflects the growing importance of corporate partnerships in collegiate athletics, particularly as universities seek diversified revenue sources beyond traditional ticket sales and conference distributions. Athletic department sponsorships have become essential funding mechanisms for schools competing in the Big Sky Conference and similar NCAA Division I programs. The National Collegiate Athletic Association has reported increasing partnership values across all competitive divisions as brands recognize the marketing value of university athletics.
Nackard Pepsi operates as a regional bottler and distributor throughout northern Arizona, serving communities across Coconino County and surrounding areas. The company employs local workforce members and maintains distribution infrastructure specifically tailored to the unique geographical challenges of serving elevated mountain communities like Flagstaff, which sits at approximately 7,000 feet above sea level. This regional presence allows Nackard Pepsi to provide responsive service to NAU’s athletic facilities while supporting the local economy through job creation and business development.
The beverage partnership extends beyond simple product placement, incorporating marketing activation opportunities throughout game days. Nackard Pepsi gains prominent branding visibility on scoreboards, in concourse areas, and through digital platforms associated with Lumberjacks athletics. These marketing touchpoints reach student populations, alumni networks, and community members who attend sporting events, creating valuable brand exposure within the northern Arizona market.
For Northern Arizona University, the agreement provides guaranteed revenue through exclusive pouring rights while ensuring consistent beverage availability for athletic events that draw varying attendance levels throughout different sports seasons. Football games at the Walkup Skydome can attract several thousand spectators, while basketball competitions and other sports generate smaller but dedicated fan bases. The partnership structure accounts for this variability in attendance and consumption patterns.
Corporate partnerships in collegiate athletics have evolved significantly as universities professionalize their revenue generation strategies. Beyond traditional beverage agreements, schools now negotiate comprehensive marketing packages that include apparel deals, facility naming rights, and technology partnerships. These agreements have become increasingly sophisticated, often incorporating performance metrics, social media components, and community engagement requirements that benefit both corporate partners and educational institutions.
The Flagstaff market presents unique opportunities for beverage distributors given its combination of university populations, tourism traffic related to proximity to Grand Canyon National Park, and local residential communities. Nackard Pepsi’s visibility through NAU athletics strengthens brand recognition across these overlapping consumer segments, potentially influencing purchasing decisions in retail environments, restaurants, and hospitality venues throughout the region.
This partnership announcement comes as collegiate athletics departments nationwide reassess revenue models following conference realignments and changing media rights landscapes. Schools competing at the Division I level, even those outside Power Five conferences, increasingly rely on corporate partnerships to fund facility improvements, scholarship programs, and coaching staff compensation that allow them to remain competitive in recruiting and athletic performance.