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Getting major sponsors to financially back a faith-based event can be a difficult thing to do, but
Bishop T.D. Jakes has done it.

PepsiCo, the nation’s second-largest soft drink maker, announced Friday that it had signed on to
be the first title sponsor for the Dallas-based pastor’s MegaFest, coming to Dallas June 28 to July
1— something about which Jakes said he is “pleased.”

“We have always had sponsorship, but it is starting to grow and we’re pleased with that,” Jakes
remarked about the new deal in an interview following the kick-off news conference reported
DallasNews.com.

While the 59-year-old Potter’s House of Dallas leader is celebrating PepsiCo’s support of his
international festival of faith, film and family, Jakes is still pushing for involvement from other
major corporations.

“We welcome other corporate sponsors not to be afraid and to be more inclusive in their thinking,
particularly when you understand the African-American community and that the church plays a
very different role in the African-American community than it does in other constituencies,” he
said. “It is often the gateway to the community and if you really want to serve underserved
communities you can’t leave the church completely out of the conversation.”

The church’s biblical views are not in lockstep with the world’s, which can sometimes create a
conflict of interest among faith leaders and corporate leaders. Those who head up global brands
often fear negative feedback and the possibility of alienating non-religious consumers.

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source: Patti Roosevelt // EEW Magazine Business News

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