PURCHASE, N.Y., and PITTSBURGH — PepsiCo has entered a multiyear deal with the National Football League's Pittsburgh Steelers to serve as the franchise's exclusive nonalcoholic beverage, salty snacks and sports fuel provider.
The deal marks the Steelers' first partnership with PepsiCo's expanded portfolio, which includes such brands 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. To commemorate the partnership, PepsiCo will roll out 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," PepsiCo North America Beverages chief marketing officer Simon Lowden said. "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."