When I think of the Pittsburgh Steelers, a lot comes to mind: The Immaculate Reception, Terrible Towels, the Steel Curtain, a record six Super Bowl victories, the legendary stewardship of the Rooney family and some of the most passionate and dedicated fans in all of sports. That’s why I’m so excited to announce today that PepsiCo has signed a new, exclusive, multi-year partnership with the Steelers that spans our food and beverage portfolio.
As part of the new relationship, PepsiCo will gain exclusive selling, dispensing and serving rights at Heinz Field; 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 brands that will participate in the Steelers activation include Pepsi, Gatorade and Frito-Lay – a true Power of One lineup.
One cool promotion we already have lined up is a limited-edition commemorative Pepsi MAX can honoring the Steelers’ 80th anniversary. We’ve always emphasized activation and bringing these partnerships to life for consumers, and this is just one of many ways we’ll be doing it with the Steelers.
This deal is just the latest example of PepsiCo’s hyper-local approach to sports marketing globally. We pride ourselves on having a deep, unique understanding of sports and what fans want across the world. This insight develops proven, measurable results and empowers our marketers to form customized alignments with regional teams – helping drive consumers into our customers’ environments and ensuring that fans love our brands.
From cricket matches to “Monday Night Football,” every country has distinct and individual devotion to its local leagues. And as one of the world’s largest food and beverage companies we’re able to leverage our global scale through sports in every market we touch.
PepsiCo’s extensive portfolio of billion-dollar brands allows us to be a leader in sports marketing. Gatorade offers fuel to athletes, Pepsi encourages consumers to “Live for Now” and Frito-Lay makes products that add fun to every occasion – from a pee-wee hockey match to afternoon tailgates.
We’re looking forward to kicking off our long-term relationship with the Steelers!