PepsiCo, Inc. announced a multi-year relationship with the Pittsburgh Steelers to be the franchise's exclusive non-alcoholic beverage, salty snacks and sports fuel provider. The deal marks the Steelers first partnership with PepsiCo's expanded portfolio, which includes iconic brands such as Pepsi, Frito-Lay and Gatorade.
As part of the new sponsorship, PepsiCo will gain exclusive selling, dispensing and serving rights at Heinz Field; fixed stadium signage; venue and team sponsor assets; integration into the team's mobile, TV and digital assets; and local media and retail promotional opportunities. The stadium conversion will be complete by the start of the Steelers' 2012 season.
PepsiCo will also be introducing a limited-edition commemorative Pepsi MAX can in honor of the Steelers' 80th anniversary, available throughout Pennsylvania beginning in the fall.
"We can't wait to begin working closely with the Steelers, one of the NFL's most iconic franchises, and be part of such a celebrated team with some of the league's most passionate fans," said PepsiCo North America Beverages Chief Marketing Officer Simon Lowden in a prepared statement. "Our vast portfolio of food and beverage products will bring a lot of enjoyment to the Steelers' community and we're looking forward to partnering closely with the team on new initiatives. The Steelers organization is topnotch and shares our creative marketing vision."
"We are excited about our new partnership with PepsiCo – a world-class company with a unique understanding of sports and what football fans want," said Steelers President Art Rooney II. "I'm sure our fans will enjoy the many promotions that we will have through our relationship with PepsiCo, which this year includes a commemorative 80th Season can that will be part of celebrating a significant year in Steelers history. We are thrilled to start this new partnership and look forward to making it entertaining for our fans to enjoy all of PepsiCo's products."