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Marketing and Sponsorship

Pepsi's Renewal Of Cubs Sponsorship Includes Naming Rights To Batter's Eye Section In CF

The Cubs and PepsiCo have renewed their sponsorship in a deal that will result in the soft drink maker's logo being "much more prominent around Wrigley Field this season," according to Danny Ecker of CRAIN'S CHICAGO BUSINESS. The deal "includes naming rights to the batter's eye section in center field below the original scoreboard," and the area will now feature Pepsi's logo "on the center-field bleacher facade just above the green batter's eye section." The Cubs will also "add four reserved seats just above the facade." Pepsi will "tie its brand to a series of fan experiences at Wrigley" such as operation of the scoreboard controls, presenting the line-up card and saying "play ball" over the PA system. Pepsi is not one of the team's "top-tier Legacy Partner sponsors," most of which have 10-year deals (CHICAGOBUSINESS.com, 3/14). 

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