Dr Pepper Snapple Group is "close to completing a deal that would make it the exclusive soft drink sponsor of the Rams," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Sources said that the deal "was still in its final stages last week, but some Dr Pepper mentions and branding were already on the team’s website, and Dr Pepper was expected to have massive signage and be sold at the Rams’ training camp when it opened last week." Dr Pepper Ten is "presenting sponsor of the Rams’ training camp." Sources "pegged the deal, under which Dr Pepper Snapple Group is installing new beverage lines at the Edward Jones Dome," at around $5M over five years. Pepsi was the Rams’ soft-drink sponsor "for the past eight years." This is the "third NFL team sponsorship for Dr Pepper Snapple Group, which also has an exclusive deal" with the Bears and shares Cowboys' rights with Pepsi. Dr Pepper Snapple Group will "activate with Rams branding on more than 5 million bottles and cans of beverages in the St. Louis market" (SPORTSBUSINESS JOURNAL, 7/29 issue).
