SBD/March 10, 2014/Marketing and Sponsorship

Coke Is It: PNC Park Switches Soft Drink Brand With Multi-Faceted Deal

PNC Park prior to the Coke deal had served Pepsi products since its '01 opening
PNC Park "will switch from Pepsi products to Coca-Cola products," since the Pirates and the soft drink company "reached a sponsorship, marketing and so-called pour-rights agreement during the offseason," according to Michael Sanserino of the PITTSBURGH POST-GAZETTE. Financial terms were unavailable, and the multiyear deal "is still being finalized." Coke "has been off the sidelines in Pittsburgh for a couple of years." After Heinz Field switched to Pepsi in '12, Coca-Cola "was not served in any of Pittsburgh's major professional sports venues." Consol Energy Center has served RC Cola products "since it opened" in '10. The new deal means PNC Park "will serve Coke's soft drinks, Dasani bottled water and Fuze Iced Tea." Pepsi products had been "served in PNC Park since it opened" in '01, and the brand's presence "was not limited to the soda fountain." The company "had a large electronic bottle above the right-field wall that lit up after a Pirates home run, and was surrounded by four circular Pepsi logos on support beams above the bleachers." A source said that this signage "will be removed completely and will not be replaced by similar Coke bottles or logos" (PITTSBURGH POST-GAZETTE, 3/8).
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