Pepsi is Sponsoring Trans-Grancanaria

This is another big announcement coming from one of those little islands in the Atlantic:

Pepsi, a brand under the Ahembo company, and The North Face Transgrancanaria have joined forces to make soda drinks the official brand of the race taking place from February 21 to 25. This event marks the third leg of the international World Trail Majors circuit.

This looks like it’s not a full sponsorship from the global head office in New York, but through a local subsidiary. But nonetheless, it looks great seeing a truly global recognized mainstream brand (albeit the inferior cola) sponsoring a trail running event.

Via the Mile & Stone newsletter.