SBD/May 6, 2011/Marketing and Sponsorship

Like A Good Neighbor: Pirates, Iron City Brewing Team For Cross-Marketing Deal

The Pirates and Iron City Brewing Co. Thursday announced a partnership "to 'cross-market' the two iconic Pittsburgh brands, which includes the rights to use each other's name and logos in advertising and marketing materials," according to Tony LaRussa of the Pittsburgh TRIBUNE-REVIEW. Iron City will sponsor events at PNC Park, including Skyblast Fireworks postgame shows and various concerts. The brewery also "plans to use the Pirates logo in retail marketing material and on advertising placed on the back of delivery trucks and on billboards." Iron City Brewing CEO Ed Lozano indicated that customers "will have opportunities to win items such as tickets to sponsored events and team gear." He said, "In the past, Iron City was much more visible at the ballpark, but the brewery has had its challenges. This agreement with the Pirates is our way of saying that we're back and that we want to invite people to reconnect with their hometown beer." LaRussa notes plans also are "in the works to substantially increase advertising for Iron City -- and the availability of its beer -- inside the ballpark" (Pittsburgh TRIBUNE-REVIEW, 5/6).
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