SBD/July 30, 2013/Marketing and Sponsorship

Choice Of A New Generation: PepsiCo Signs As Founding Partner With 49ers, Levi's Stadium

PepsiCo will brand the North fan deck in Levi's Stadium's upper level
The 49ers have signed PepsiCo as a founding partner for Levi’s Stadium, effectively replacing Coca-Cola as the team’s soda sponsor. The number of years and financial terms were not disclosed but founding partner deals at the major league level are valued at seven figures annually. As the official and exclusive non-alcoholic and snack provider for the 49ers and their new facility, PepsiCo will brand the North fan deck in the upper level spanning the length of the end zone. PepsiCo also receives exclusive marketing rights for the 49ers, including mobile, television and digital assets and local media and retail opportunities. The deal covers all PepsiCo brands, including Pepsi, Quaker, Gatorade and Tropicana. PepsiCo gets all the marketing rights with the 49ers beginning this season, the team's last at Candlestick Park. The pouring and selling rights begin next season. The 49ers to date have signed eight founding partners and expect to sign two more deals at that level, said team Dir of PR Bob Lange. The other seven founding partners are Dignity Healthcare, Violin Memory, Brocade, SAP, Anheuser-Busch, NRG and Yahoo. The new stadium, with a total project cost of $1.2B, opens in August ’14. 49ers RB Frank Gore and LB NaVorro Bowman also recently signed deals to promote Pepsi. In addition, PepsiCo is an official partner of the NFL. The new deal builds on previous relationships the 49ers had with PepsiCo’s Frito-Lay and Gatorade brands. As part of the commemoration of the 49ers’ final season at Candlestick Park, PepsiCo will run retail promotions tied to the placement of 49 gold cans placed in specially marked Pepsi and Diet Pepsi packs in Northern California. Prices for buying those gold cans include VIP tailgates, stadium tours and opportunities to meet current and former 49ers players (Don Muret, Staff Writer).

WE'VE GOT AN APP FOR THAT: The 49ers reportedly will offer an app that shows fans the shortest lines for bathrooms and concession stands at Levi's Stadium in real time. CBS Sports Network’s Doug Gottlieb said, “If you're in Northern California, you have to have the next level stuff. Silicon Valley is right there, that’s who’s coming to this game. People who work for Apple are coming to your games, you got to have next level apps.” Gottlieb said of Levi’s Stadium, “I’m going to be impressed, kind of, with the next level ingenuity to it and especially considering how long they’ve wanted to replace Candlestick” (“Lead Off,” CBSSN, 7/29).
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