PepsiCo and the NFL today announced that they have renewed their sponsorship deal with a new multiyear agreement taking effect in '12. The deal reportedly is for a 10-year term and "could be valued" at $2.3B through the '22 playoffs, "making it one of the largest sponsorships to date in U.S. sports" (WALL STREET JOURNAL, 9/6). Facets of the deal include the following:

• Gatorade continues its sponsorship of the league.
• Pepsi Max continues to be the official soft drink of the NFL.
• Frito-Lay will again offer its "Crash The Super Bowl" promotion.
• PepsiCo remains a sponsor of the NFL Int'l Series.
• The Quaker Oats and Tropicana brands become league partners beginning next year (PepsiCo).

NBC Sports is on pace to sell out its Super Bowl telecast earlier than ever before. The broadcaster only has "a handful" of spots remaining in the game telecast, and NBC has had conversations for all those units, according to NBC Senior VP/Sports and Olympics Sales & Marketing Seth Winter. NBC has sold some of its spots for a record-setting $3.5M per 30-second spot, Winter said. Last year, Fox sold 30-second Super Bowl spots for about $3M. Fox also went into last season with only a handful of spots, officially selling the game out in October. NBC looks to be on a similar pace.

NBC was not authorized to identify specific advertisers that committed to the Super Bowl telecast, but Winter said the automotive category continues to set the pace, followed by soft drinks, malt beverage and movies. "The usual suspects are back in the Super Bowl," he said. The pregame show has more spots remaining, though it also is selling well. NBC has sold hour-long sponsorships and exclusive windows to some advertisers.

Capitals LW Alex Ovechkin has signed a long-term global endorsement deal with Bauer. The deal covers on-ice equipment – including skates, sticks, gloves, helmets and pads – and follows last week's announcement of a deal in which Nike locked up Ovechkin for base layer and other apparel rights. He had been under contract to CCM for hockey equipment. IMG Managing Dir, Senior VP & Head of Global Consulting David Abrutyn, who handles Ovechkin's marketing, could not be reached for comment.

Bauer is the latest in a series of deals Ovechkin has signed since aligning with IMG in November '09. He has added Gillette, Verizon, Capital One, and Cadbury/Kraft Foods for its Mr. Big candy bar.

The "long-awaited" NHL Jets jerseys were unveiled this morning at a Canadian Air Force base in Winnipeg. The home dark jerseys "will feature 'Polar Night Blue' as the darker of the two shades of blue." The lighter blue is "similar to the colours used by the RCAF on its traditional flags." The jersey also features the main Jets logo, which was unveiled in July. The secondary logo is "on the shoulders of the jersey." The club said that fans can order jerseys on the team's website starting at 4:00pm CT (WINNIPEGFREEPRESS.com, 9/6).

Charter Communications today announced that Rams QB Sam Bradford will star in its new ad campaign. The campaign kicks off today with cable and broadcast TV ads, in print, online and via outdoor media. The creative features Bradford alongside other Charter customers and employees. Charter is the first large St. Louis-based company for which Bradford has agreed to serve as a spokesperson. This comes after Charter recently expanded its deal to sponsor the Rams (Charter). The company "declined to disclose the financial terms of the sponsorship deal or the 'Hometown Superstar' campaign" (BIZJOURNALS.com, 9/6).

The Pistons today formally announced that Dennis Mannion has accepted the position of Pistons and Palace Sports & Entertainment President. Mannion "takes the reins this week as head of sales, marketing and finance operations" for the team, Palace of Auburn Hills and DTE Energy Music Theatre, along with the Meadow Brook Music Festival (DETROIT FREE PRESS, 9/6).

Mannion's sports career has spanned "29 seasons working in four major professional sports," most recently as Dodgers President from '07-10. He also worked for the Ravens from '99-'07, Ascent Sports – which owned the Nuggets and Avalanche – from '97-99 and the Phillies from '82-97 (AP, 9/6).

Sarah Hirshland is leaving her L.A. post at Wasserman Media Group to run business affairs for the USGA. As USGA Senior Managing Dir of Business Affairs, Hirshland will oversee accounting, broadcasting, human resources, IT, marketing and membership departments. She will begin her new job in early October. Hirshland was Senior VP/Strategic Business Development at WMG, where she had also worked in the agency’s consulting division and led sponsorship strategy on the AmEx, Nationwide, Nokia, Wachovia and Scotts accounts. Hirshland came aboard at Wasserman in June ‘07 when WMG acquired OnSport, where Hirshland had worked in consulting since ‘97.

Hirshland’s hiring, along with last week’s news that Joe Goode is leaving Bank of America to join the USGA as Managing Dir of Communications, represents a front office restructuring by Exec Dir Mike Davis. His leadership team of Senior Managing Dirs now includes Hirshland, John Bodenhamer (rules, competition), Mike Butz (Open championships and association relations) and Rand Jerris (public services). Davis took over as Exec Dir in March, replacing David Fay.

UFC today formally announced that it will return to Japan on Feb. 26, 2012, "nearly 14 years after its debut in the country." All of the Japanese fighters currently under contract with Zuffa-owned properties "were mentioned as likely participants for the event." The card will be staged at Saitama Super Arena, which frequently has hosted fights for the Dream promotion and the now-defunct Pride Fighting Championships. Zuffa Asia Exec VP and Managing Dir Mark Fischer said that UFC events "in Japan and the Asia region would become regular destinations" (SHERDOG.com, 9/6).

Maple Leaf Sports & Entertainment announced today that Scotiabank has entered a partnership that includes exclusive banking rights with the Maple Leafs and the AHL Toronto Marlies. Details of the partnership are not yet known. MLSE will retain its financial services partnership with TD Waterhouse. Scotiabank will also make a $10,000 donation to the MLSE Team Up Foundation. Scotiabank, which is the official bank of the NHL and NHLPA in Canada, currently has partnerships with the Senators, Canadiens and Flames.

ESPN2 and ESPNews will tweak their afternoon lineups starting next week. The most obvious change will come on ESPN2, which will launch two new 30-minute shows on Monday. "Numbers Never Lie," which will air at 3:30pm ET, will be hosted by Michael Smith and Charissa Thompson and will feature former athletes debating statisticians. "Dan Le Batard Is Highly Questionable" will air at 4:00pm and will feature sports commentary. Meanwhile, ESPNews will expand its simulcast of Scott Van Pelt's radio show by an hour.

Ralph Lauren will be the official apparel outfitter for the U.S.’ entry in the Walker Cup matches this week in Aberdeen, Scotland. The deal means Ralph Lauren will supply U.S. team and captain uniforms, including knit shirts, sweaters and rainsuits, for the matches from the RLX and Polo Golf collection. The Walker Cup is a biennial team competition of the best amateur golfers from the U.S. against amateurs from Great Britain and Ireland.

The U.S. Open set an all-time record for Labor Day Weekend attendance with full-capacity crowds of 62,062 for Saturday, Sunday and Monday. The total attendance for the three days was a record 186,186 (THE DAILY).

NFL Players Inc. today announced that it has hired communications firm AMP Agency for strategic and creative duties, including brand consultation for the NFL Players brand, plus creative development for events and other properties (NFL Players).

Flyers GM Paul Holmgren is reportedly "hospitalized following a bike crash at the New Jersey shore." Reports say Holmgren was injured Monday while riding his bike in Avalon, N.J. He was "listed in stable condition" early today at a hospital in Camden, N.J. (AP, 9/6).

Electronic Arts and Aston Villa today announced a two-year deal for EA Sports to become the EPL club's official video game partner (EA).

The NFL runs a full-page ad in USA Today promoting its NFL Kickoff concert around Thursday's season-opening Saints-Packers game (THE DAILY).

Univ. of Alabama Exec Dir of Athletics Dave Hart has accepted the Univ. of Tennessee's offer to become the school's new AD. Hart has been at Alabama since '08 and has "spent the bulk of his career" as Florida State, where he was the AD from '95-'07 (KNOXVILLE NEWS-SENTINEL, 9/6).

A crowd of 56,743 attended the Univ. of Texas at San Antonio's inaugural football game against Northeastern State at the Alamodome. The attendance was a record at the Alamodome for an NCAA football game. UTSA defeated Northeastern State 31-3 (SAN ANTONIO EXPRESS-NEWS, 9/6).

"We looked at the college landscape, and going to individual schools, that becomes a real monster. This deal gave us a new way of looking at the school, and going to the local market is really impactful" – UPS VP/Global Sponsorships & Events Ron Rogowski, on IMG helping broker a one-package deal that gives UPS category exclusivity rights to 68 schools (ADAGE.com, 9/4).

"Nobody has talked to me and said, 'Hey, here's what we're thinking of doing.' I've not talked to anyone from UPS, period" – NASCAR driver Carl Edwards, on a report that UPS was interested in sponsoring his Sprint Cup ride (SPORTS.YAHOO.com, 9/2). 

"This is just how it is for four months. The rest of the year I'm Michael Keaton in 'Mr. Mom,' just helping around the house and getting the kids to school" – ESPN's Kirk Herbstreit, on the traveling involved during college football season as an analyst on the net's "College GameDay" show (Nashville TENNESSEAN, 9/4).

“It’s just a part of the job, I think, and you just recognize that you’re in a tough negotiation and someone’s going to have to be the bad guy” – NFL Commissioner Roger Goodell, on whether he is affected by the insults that some players hurled toward him during the lockout (“Mike & Mike in the Morning,” ESPN Radio, 9/6).

Dig Communications Exec Jeremy Mullman: “Worth recalling that all the chatter re Maryland's ugly unis is the point. We all know Under Armour makes unis now. We just wish it didn't.”

CBS Sports’ Dennis Dodd: “Folks. Under Armour has achieved the goal. We are burning down Twitter re: Maryland gear. Well played, Plank.”

College Hockey Inc. Dir of Communications Nate Ewell: “Wise move by Crosby/Pens to make his first comments to locals, before NHL media tour - even if he has nothing new to say.”

USTA Dir of Corporate Communications Tim Curry: “Late night @uspen and i am closing the media center. i am rooting for 1. a quick match and 2. whoever wins the first set #iworklaborday.”

If you see a tweet we will not want to miss, send it to us at editorial@sportsbusinessdaily.com. 

Reebok and the NHL have partnered for these new team-specific shoes, available at the NHL store for nearly every franchise.

Thrasher Magazine offers highlights of the finals from the Maloof Money Cup's inaugural DC event at RFK Stadium Festival Grounds this past weekend.

Watch The Clip

Pro Football HOFer Emmitt Smith will appear on Fox News' “On The Record” at 10:00pm ET.

12.3% – Decline in U.S. thoroughbred horse racing betting in August compared to the same month last year, according to Equibase. Bettors wagered $982.1M over 527 days of racing, a 6.6% drop from a year ago (COURIER-JOURNAL.com, 9/5).