Growing up in the suburbs of Chicago, my dad taught me to love all things Chicago. So naturally, I became a Blackhawks, Bears, Bulls and Cubs fan. (Although I’m not a White Sox fan, I wish them luck as well.) I have specific memories and particular items that I associate with each team. When it comes to the Cubs, I think of the ivy at Wrigley Field, of course, but I also think of Old Style beer.
I remember that many of my friends were excited for the day they turned 21 so that they could order an Old Style beer at Wrigley Field. They, too, grew up remembering fans drinking Old Style during a Cubs game, and it became as associated with the team as the seventh inning stretch’s “Take Me Out to the Ball Game” sung by Harry Caray.
Last month, Pabst Brewing, makers of Old Style and Old Style Light, and the Chicago Cubs announced that they are continuing their decades-long partnership through the 2012 and 2013 seasons.
“For more than six decades, Cubs fans have been drinking Old Style beer at Wrigley Field and it has always been part
of the game day experience at this legendary ballpark,” said Daren Metropoulos, co-owner of Pabst Brewing, in a statement. “It was important for us at Pabst Brewing Company to continue this long-standing tradition.”
But beer and sporting events are not the only partnerships that fans associate with and remember. PepsiCo Inc. and the National Football League (NFL) announced the renewal of their long-term partnership with a new multi-year agreement to take effect in 2012.
The new agreement will continue relationships with Gatorade, Pepsi Max, Frito-Lay and PepsiCo’s sponsorship of the NFL International Series, but will add Quaker Oats as a partner. Tropicana will become a new brand with the NFL next season, too.
For many sports fans, these sponsorships will not only add products at concessions, but they also might become associated with some of their favorite memories.