Dr. Pepper Extends Partnership With Baylor - kcentv.com - KCEN HD - Waco, Temple, and Killeen

Waco, TX – The two best-known icons in Waco are keeping their decades-long partnership going strong. Dr Pepper and Baylor University have tacked on two years to their existing marketing and sponsorship agreement, Dr Pepper Snapple Group, Inc. (NYSE: DPS) and the university today announced.

Through the current agreement, Dr Pepper is the "Official Soft Drink of the Baylor Bears" and DPS has exclusive vending and pouring rights for its products on campus, along with certain advertising provisions. The agreement will now run through August 2015.

Dr Pepper has been the exclusive soft drink provider to Baylor since 1997 and has been a fixture on campus for far longer, a reflection of the ties it shares with the school and the Central Texas community. Dr Pepper, the oldest major soft drink brand in the U.S., was first created in Waco by pharmacist Charles Alderton at Morrison's Old Corner Drug Store in 1885, the same year Baylor University came to town.

"Baylor University and Dr Pepper have maintained a longstanding, symbiotic relationship," said Baylor's Director of Athletics, Ian McCaw. "On behalf of Baylor Athletics, we are excited and grateful that this partnership will continue well into the future to benefit our fans and loyal Dr Pepper customers."

Since 1953, "Dr Pepper Hour" has been a tradition of the Baylor Student Union. Each Tuesday afternoon during the academic year, students, faculty and staff come together and socialize while enjoying a refreshing Dr Pepper float.

"We're privileged to have seen some great times over the years we've been involved with Baylor, but it's hard to remember a more exciting time to be their partner than today," said Rodger L. Collins, president of Packaged Beverages for DPS. "The Baylor community has an unmistakable pride and passion for the university and its traditions, and we are proud to be a part of that experience."