National Football League (NFL) franchise the Pittsburgh Steelers has announced a multi-year partnership with PepsiCo.
The food and beverage giant will become the Steelers’ exclusive non-alcoholic beverage, salty snacks and sports fuel provider. The deal marks the Steelers first partnership with PepsiCo’s expanded portfolio, which includes brands such as Pepsi, Frito-Lay and Gatorade.
As part of the new sponsorship, PepsiCo will gain exclusive selling, dispensing and serving rights at the Steelers’ Heinz Field home; 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. PepsiCo will also be introducing a limited-edition commemorative Pepsi Max can in honour of the Steelers 80th anniversary, which will be available throughout Pennsylvania later this year.
“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. “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 organisation is top-notch and shares our creative marketing vision.”
Pittsburgh Steelers president Art Rooney II added: “We are excited about our new partnership with PepsiCo – a world-class company with a unique understanding of sports and what football fans want. 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.”
PepsiCo joins Steelers family