Star UK signs sponsorship deal with Pepsi Max

Star UK has signed a sponsorship agreement with Pepsi Max, the broadcaster has revealed today.

With 14% of the UK identifying themselves as ethnic minority, going up to 28% amongst UK’s 16-34s, Pepsi Max is looking to target 4.2 million Asians.

Sarika Shankarnarayan, Vice President, Marketing & Mainstream Sponsorships at Star says, “We are very pleased to have Pepsi Max on board as a sponsor across Star UK’s general entertainment portfolio.

Aimed at targeting the UK’s Asian share of wallet, The Pepsi Max Taste Challenge sponsorship is a strong acknowledgement of the audience reach of Star – the UK’s leading Asian Network.

We look forward to developing many such innovative partnerships with mainstream brands in the UK & help them leverage the buying power of Asians in a creative and engaging manner.”

Debarshi Pandit, Head of Multicultural Business & Special Projects at Sky says, “This is the first of its kind ‘Multicultural channel sponsorship’ that a major mainstream brand like PepsiCo has indulged.

The Pepsi Max Taste Challenge sponsorship goes live on Star Network UK starting Saturday 1st September.