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PepsiCo Inc., Purchase, N.Y., and the National Football League (NFL) renewed their long-term partnership with a multi-year agreement to take effect in 2012. As part of the new agreement, several of PepsiCo’s brands, including Gatorade, Pepsi Max, and Tropicana, will be involved in aspects of the football league.
“We love to be at the center of the NFL action and look forward to deepening the NFL’s relationship with athletes and fans through best-in-class marketing, food and beverage innovation, and retail experiences,” said Indra Nooyi, PepsiCo chairman and chief executive officer, in a statement. “The NFL is a year-round platform allowing us to engage and activate our collective brands in a true Power-of-One way like never before.”
Gatorade will continue its relationship by delivering functional benefits for athletes through the Gatorade G Series and educational programs such as “Beat the Heat,” which informs players about the importance of staying hydrated in warm weather.
Pepsi Max will continue its relationship with the NFL as the official soft drink of the league and through fan-centric activations on-air and around the games.
The company added its Quaker Oats brand and Tropicana family to the lineup of PepsiCo products associated with the NFL partnership.
In addition, PepsiCo formed a joint Innovation Task Force, which will develop new food and beverage concepts for fans as well as sideline innovations and enhancements to health and safety for athletes. PepsiCo and the NFL also will jointly develop digital fan engagement concepts for millennials and other audiences.