PepsiCo has announced a series of new partnerships with the National Football League, including a multi-year relationship with the Pittsburgh Steelers and a deal to sponsor the Super Bowl XLVII halftime show.
The new partnership with the Pittsburgh Steelers sees PepsiCo named as the exclusive non-alcoholic beverage, salty snacks and sports fuel provider. As part of the partnership PepsiCo will introduce a limited-edition commemorative Pepsi Max can in honor of the Steelers' 80th anniversary, available throughout Pennsylvania beginning this fall.
The Steelers sponsorship also gives PepsiCo exclusive selling rights at Heinz Field, fixed stadium signage and includes integration into the team's mobile, TV and digital assets.
In addition to the Steelers, PepsiCo has team deals with 15 other NFL teams, and recently announced that it will be the official sponsor of the Super Bowl XLVII halftime show. Super Bowl XLVII will take place Feb. 3, 2013, in New Orleans, La.