Universal, Nestl Ink 10-Year Deal

Universal Parks and Resorts and Nestlé Waters North America struck a 10-year marketing agreement that will link Nestlé with Universal theme parks in the U.S. for the first time.

Nestlé brands such as Arrowhead, Deer Park, Zephyrhills, Perrier and San Pellegrino will become the "official waters" of Universal Orlando and Universal Studios Hollywood and CityWalk Hollywood.

The deal will include family-targeted promotions and sponsorships, such as Nestlé's title sponsorship of the new Shrek 4D attraction opening this summer at Universal Studios Hollywood and Universal Studios Florida.

The agreement also calls for retail sweepstakes, on-package promotions, radio and Internet promotions and outdoor ads on Nestlé Waters delivery trucks in Orlando and Los Angeles.

Long-term marketing deals between brands and amusement parks are proliferating.

Earlier this year, Vivendi Universal Entertainment named MasterCard the official payment brand and preferred card of Universal Entertainment's theme parks, movies, music and Internet properties (Xtra, April 1). Elsewhere, Visa struck a similar 10-year agreement with Walt Disney Co. (Xtra, April 29).