SBD/June 28, 2012/Marketing and Sponsorship

Eagles Changing Soft Drink Affiliation To Coca-Cola After Nine Years With Pepsi

Coca-Cola will leverage its flagship brand, Coke Zero and Dasani
The Eagles today will officially announce that the team has switched from Pepsi to Coke in a long-term sponsorship deal. Of the 20 or so NFL clubs with soda deals to renew this year, some of the biggest markets have changed their affiliation, including the Eagles. The Bears changed from Coca-Cola to Dr Pepper Snapple Group (which includes RC Cola) and the Steelers switched to Pepsi after 50 years with Coca-Cola. Pepsi had been an Eagles sponsor since the team moved into Lincoln Financial Field in ‘03, but the club was a Coca-Cola shop at Veterans Stadium for 31 years prior. The change from Pepsi to Coke at Lincoln Financial Field is already complete, and fans at the June 9 Monster Truck Jam and the June 16 Kenny Chesney/Tim McGraw concert were already consuming Coke products. As the Eagles' official soft drink and water, Coca-Cola will leverage its flagship brand, Coke Zero and Dasani water. Eagles Senior VP/Business Ari Roitman said Coca-Cola’s activation will include a text-to-win promo on game day, along with a video board feature that is currently incomplete. Pass-through rights give Coke the ability to do retail promotions, most prominently with Eagles sponsor Acme Markets. Coke products will have Eagles packaging and team merchandise will be included in the “My Coke Rewards” frequency/loyalty program. Coca-Cola’s sustainability efforts and the Eagles green programs will work in tandem. In addition, the soft drink’s “Live Positively” community program will join with the Eagles Youth Partnership.
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