PepsiCo Beverages has partnered with RISE in a bid to combat racism, advance equity and inclusion and inspire enduring change, through the “unifying power of sports”.
RISE, a US non-profit, educates and empowers the sports community to eliminate racial discrimination, champion social justice and improve race relations. Pepsi’s partnership with RISE is the first of its kind and its support will help ensure experiential learning opportunities for RISE programme participants around the country, including fans, athletes and coaches across multiple levels of sport. Additionally, Pepsi will help to educate and empower its business partners and employees through engagement with RISE multi-week leadership sessions, which are designed to build cultural competency.
“Pepsi is proud to join RISE to combat racism and engender meaningful change through the power of sports,” stated Justin Toman, who leads PepsiCo Beverages Sports Marketing. “We’re excited to join our partners in the NFL, NBA and NHL to work collectively to bring impactful programmes to life that deliver on our shared mission of advancing equality and understanding.”
UNIFYING POWER OF SPORTS
“Pepsi is not only taking notice, but they are taking action to eliminate racism and create a more inclusive country through their partnership with RISE,” added RISE CEO Diahann Billings-Burford. “Sports have the power to unite people of different backgrounds and beliefs and can spark the action that’s needed to improve racial equity in our country.”
RISE programmes increase an understanding of racial equity and build cultural competence, equipping participants with the tools to be leaders in addressing matters of racism, prejudice, diversity and inclusion. Additionally, RISE’s multi-sensory Champions of Change experience engages tens of thousands of fans at major sporting events throughout the country, including the Super Bowl and Final Four, and is designed to educate, provoke empathy and motivate fans to take action in the fight against racism.
The partnership with RISE is another step in PepsiCo’s racial equality journey, which includes a company investment of more than $845 million over the next five years dedicated to Black and Hispanic communities, confirmed the company. These commitments comprise a holistic effort for PepsiCo to help address the need for systemic change with “speed and purpose”.
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