Rolling Rocks Into Heinz Field With In-Bowl Exclusivity

PA-based Latrobe Brewing Company has entered into a Founding Partner sponsorship that makes Rolling Rock the official beer at Heinz Field. Labatt USA President Marc Portelance said Rolling Rock signage will be on the big scoreboard, in the concourses, on rotational signs before and during all home games. The Rolling Rock logo will also be displayed permanently on more than 63,000 cup holders (Latrobe Brewing). In Pittsburgh, C.M. Mortimer reports the deal is "for at least the next five years." Portelance added, "This new sponsorship is a major investment designed specifically to increase the visibility of the Rolling Rock brand in western [PA]." Portelance also said that "although other brands of beer will be available at Heinz Field, the 'Founding Partner' deal gives Rolling Rock 'in-bowl exclusivity' in the new stadium." With the deal, Latrobe Brewing "is creating a commemorative Heinz Field 12-ounce can and a 24-pack carton to celebrate the opening season" of the stadium. Both items will be available beginning in September (Pittsburgh TRIBUNE-REVIEW, 7/24).