PepsiCo Announces Deal With Steelers; Team Ending Coke Tie-In

PepsiCo today formally announced a multiyear sponsorship deal with the Steelers that gives its brands exclusivity across multiple categories as the team's non-alcoholic beverage (Pepsi), salty snacks (Frito-Lay) and sports beverage (Gatorade). As part of the deal, Pepsi gains pouring rights at Heinz Field; stadium signage; integration into mobile, TV and digital assets; and local media and retail opportunities. PepsiCo this fall will distribute throughout Pennsylvania a commemorative Pepsi Max can in honor of the Steelers' 80th anniversary (Pepsi).

Coca-Cola had sponsored the team for more than 50 years. Sources said that the deal is "a decade in length." A "change-out will have to be made at the Coca-Cola Great Hall, a museum and hall of fame at Heinz Field that showcases Steeler history" (SPORTSBUSINESS JOURNAL, 6/11 issue).