Soft drinks and snack foods giant PepsiCo has expanded its partnership with American football’s NFL, making Pepsi Zero Sugar the new ‘official zero’ of the league for the 2023-24 season.
As part of the deal, NFL players will be allowed to wear a jersey with the Number 0 on it for the first time in NFL history, with running back D'Andre Swift of the Philadelphia Eagles already announced as taking part.
Pepsi will also give away Number 0 NFL player jerseys from various teams to fans across the USA, with additional players set to be announced.
As part of the deal, Pepsi will give away NFL tickets throughout the season and will extend its title sponsorship of the fan-voted Pepsi Zero Sugar NFL Rookie of the Week and Rookie of the Year awards.
Melissa Duhaime, director of sports marketing at PepsiCo, said: "With many fans expressing their excitement to see which of their favorite players choose Zero, the timing couldn't be more perfect for Pepsi Zero Sugar to show up for the most loyal football watchers.
"As a longtime NFL partner, Pepsi is proud to have Pepsi Zero Sugar declared the 'official zero of the NFL' and elevate fans' gameday experiences by gearing up with the first-ever No. 0 jerseys. We look forward to seeing all the unapologetic fans that join #TeamZero this year!"
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Swift added: "The Eagles helped bring the idea of No. 0 jerseys to the NFL, and I'm looking forward to being the first player in the team's history to wear this number.
"Partnering with Pepsi Zero Sugar, the official zero of the NFL is really exciting and gives our devoted fans a chance to represent #TeamZero all season long."
Last month PepsiCo also entered into a new multi-year global partnership with video game developer EA Sports.
The deal makes three of PepsiCo’s flagship brands – Pepsi, Gatorade, and Lay’s – the food and beverage partners for the new EA Sports FC soccer game – EA's replacement for its FIFA series following the conclusion of its partnership with soccer's international governing body.