PepsiCo Inks Final Cornerstone Deal Of Giants/Jets Stadium
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PepsiCo's Partnership Includes Exterior
Branding, Signage, In-Stadium Branding |
PepsiCo has signed on as the fourth and final cornerstone partner of the Giants’ and Jets’ new Meadowlands stadium. The multi-year partnership, which begins with the stadium's opening at the start of the ’10 season, includes exterior branding on the stadium’s façade, signage throughout the concourses and in-stadium branding. Pepsi Max will be prominently featured in the stadium with the Pepsi Max Corner Scoreboard and branding at an entry gate. PepsiCo also will have exclusive pouring rights, and Pepsi and Gatorade will continue as the Official Soft Drink and Official Sports Drink, respectively, of both the Giants and Jets (PepsiCo). PepsiCo held the pouring rights at Giants Stadium from '99-'08, but NJSEA signed a deal with Coca-Cola in July for its five venues, which did not extend to the new Giants/Jets stadium (THE DAILY). In N.Y., Holly Sanders Ware notes financial terms were not disclosed, but PepsiCo is “said to be in line" with other cornerstone sponsors -- A-B InBev, MetLife and Verizon -- each paying an estimated $8M per year. PepsiCo said that it “wanted to have a presence in the stadium from the start, but it took a while to work out the details.” PepsiCo VP/Sports Marketing Jeff Dubiel: “We spent a lot of time thinking about the investment to make sure it’s right. We love the idea of having a big footprint in our backyard.” Jets and Giants owners “tout the deal as a positive sign after the economic crisis brought sports sponsorship to a standstill.” Giants President & CEO John Mara said, “We’re in a very good position here. We just have the naming rights sponsorship to sell, and we’re pretty confident that we’ll have that before the building opens” (N.Y. POST, 10/22).
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