New York, April 1, 2004 – PepsiCo and the National Football League announced today they have reached an agreement in principle to extend through the 2011 season their strategic sponsorship that began in 2002. The current agreement was set to expire after the 2006 season.
PepsiCo will continue to have rights to all NFL trademarks, including use of the NFL shield logo, Super Bowl, Pro Bowl and collective use of the 32 NFL team marks for the Pepsi, Tropicana and Frito-Lay brands. PepsiCo’s Gatorade division announced a similar partnership extension with the league – also through 2011 – in February.
In addition, PepsiCo will become an advertiser on NFL Network, increase media spending in NFL game telecasts and continue to activate and promote key NFL calendar events, such as NFL Kickoff and Super Bowl, and grassroots and demographic initiatives.
‘We recognize the power of this long-term relationship with the NFL,’ said Steve Reinemund, Chief Executive Officer of PepsiCo. ‘Our partnership extension helps us to connect with the league’s large and enthusiastic fan base -our consumers – to grow our portfolio of PepsiCo brands into the next decade.’
‘We are pleased to extend our agreement with PepsiCo, which has committed tremendous resources to activating the sponsorship and is one of our most valued sponsors,’ said NFL Commissioner Paul Tagliabue. ‘This extension creates a broader, more strategic alliance which will better serve the NFL, all 32 NFL clubs, and PepsiCo.’
PepsiCo leveraged the sponsorship extensively last season, celebrating the launch of its Pepsi Vanilla brand as the title sponsor of NFL Kickoff Live 2003 in Washington, D.C. Pepsi also distributed more than 300 million special edition Super Bowl XXXVIII cans and was the presenting sponsor of the Pepsi Super Bowl XXXVIII Concert Series. On site at the Super Bowl, Pepsi Si Latino Day at the NFL Experience reached the growing, football-savvy Hispanic population.
Pepsi has also focused on supporting physical activity and in 2004 will begin its second season as title sponsor of Pepsi NFL Punt, Pass & Kick. More than four million boys and girls (age 8-15) participate in the program each year.
In 2002, Pepsi and the NFL introduced the Pepsi NFL Rookie of the Week award, the first weekly NFL honor to be selected solely by NFL fans with voting on NFL.com. The Pepsi NFL Rookie of the Year, also chosen by fans, has been announced at the past two Super Bowls.
National Football League