There's a new soft drink in Pittsburgh and this time it's Pepsi.
PepsiCo has officially signed a multi-year agreement to be the exclusive provider of soft drinks, salty snacks, and "sports fuel" at the Pittsburgh Steelers' home stadium, Heinz Field.
While the financial terms have yet to be disclosed, this does bring an end to the four-decade-long relationship that the Coca-Cola Company has had with the Steelers. What was the deciding factor? Well, PepsiCo's deal has opened up opportunities across the whole PepsiCo North America Portfolio, including their other brands, Frito-Lay, Quaker Oats, Gatorade and Tropicana, and of course, Pepsi.
So what does Pepsi get out of this deal? Well PepsiCo will have exclusive selling, dispensing and serving rights, fixed stadium signage, venue and team sponsored assets, integration into the team's mobile, TV and digital assets, and local media and retail promotion opportunities. PepsiCo beverage brands have already replaced Coca-Cola branding in the stadium and full transformation will be complete before the start of the 2012 NFL season.
In addition, PepsiCo has announced a limited edition Pepsi MAX can in honor of the Steelers' 80th anniversary and will be available for purchase in Pennsylvania beginning in the fall.
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