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COLA WARS ESCALATE AS PEPSI UNVEILS THE "SHAQ ATTAQ"; NBA MEGA-STAR SHAQUILLE O'NEAL INKS GLOBAL ENDORSEMENT DEAL WITH PEPSI

 NEW YORK, Feb. 7 /PRNewswire/ -- One of the most sought-after endorsers in professional sports has joined the Pepsi Generation. Shaquille O'Neal, the Orlando Magic's sensational rookie center, has signed a five-year, multi-million dollar international endorsement deal with Pepsi-Cola Company (NYSE: PEP).
 O'Neal announced his new relationship with Pepsi today on NBC's Game of the Week broadcast featuring the Orlando Magic vs. the Phoenix Suns. Specific terms were not disclosed.
 O'Neal, who this year will be the first rookie to start in an NBA All-Star Game since 1985, will appear in new Pepsi commercials in the U.S. and abroad this spring. In addition to starring in ads for at least two Pepsi brands, his contracts also includes personal appearances and charitable causes the company supports. O'Neal will also be featured in life-size 7-foot one-inch cardboard point-of-purchase cutouts that will be situated in places that sell Pepsi.
 "The marriage of Shaquille and Pepsi is perfect," said Leonard Armato, president, Management Plus Enterprises. "Shaq is the hottest emerging ad spokesperson, and Pepsi creates some of the world's best advertising."
 "Shaquille O'Neal is larger than life in every sense of the word," said Jeff Campbell, Pepsi's senior vice president, brand development. "He's much more than a physically gifted, future Hall of Famer who dominates basketball games. Off the court, Shaquille is personable, down-to-earth, humble and charitable. He's first-class, multi- dimensional superstar, and we're absolutely thrilled to be associated with him here in the U.S. and throughout the world.
 Known to millions as "The Shaq," the 7-foot-1, 300-pound legend-in- progress has already demonstrated a proficiency in TV commercials. His network ad debut -- a humorous spot for Reebok that aired during the Super Bowl -- was rated the game's fifth-best commercial, according to a national poll conducted by USA Today.
 "Opponents know that Shaq is definitely a terror when they're driving the lane for an attempted lay up, but he's also proven he's camera friendly on the ad set," Campbell said. "He may be only 20 years old, but his rookie performance indicates he'll go down as one of basketball's all-time greats. His sheer physical prowess, combined with his likable personality -- a mixture of youthful enthusiasm and boyish charm -- may just make him an advertising legend, too."
 The "Shaq Attaq" is currently in the top 10 in four NBA categories: scoring (23.7, seventh in the league), field goal percentage (57 percent, second), rebounding (14.3, second) and blocked shots (3.9, third).
 "I'm thrilled to be working with a global company like Pepsi," O'Neal said. "It's going to be a very creative, long-lasting association. Uh-Huh!"
 Pepsi-Cola, based in Somers, New York, is a division of PepsiCo, Inc.
 -0- 2/7/93
 /CONTACT: Andrew Giangola of Pepsi, 914-767-7495, or Beth Schueler of Management Plus, 310-785-9510/
 (PEP)


CO: Pepsi-Cola Company ST: New York IN: FOD ADV SU:

TM -- NY003 -- 3856 02/07/93 13:30 EST
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Date:Feb 7, 1993
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