PepsiCo and the NFL have extended their partnership, which had been set to end in 2006, through February 2011. The deal is worth $560 million over eight years, industry sources said.
PepsiCo will pay $130 million to continue to have rights to all NFL trademarks, including use of the NFL shield logo, Super Bowl, Pro Bowl and collective use of the 32 NFL team marks for the Pepsi, Tropicana and Frito-Lay brands.
In addition, PepsiCo will pay $170 million to become an advertiser on NFL Network and will increase media spending in NFL game telecasts. The company plans to spend $260 million to activate and promote key NFL calendar events, such as NFL Kickoff and the Super Bowl, and grassroots and demographic initiatives.
PepsiCo’s Gatorade division announced a similar partnership extension with the league—also through February 2011—in February. PepsiCo will spend more that $1 billion for both deals, industry sources said.
Last season, PepsiCo was the title sponsor of NFL Kickoff Live 2003 in Washington, DC, which featured live performances by Britney Spears. It leveraged the event to launch its Pepsi Vanilla brand.
In 2002, Pepsi and the NFL introduced the Pepsi NFL Rookie of the Week award, the first weekly NFL honor to be selected solely by NFL fans with voting on NFL.com. The Pepsi NFL Rookie of the Year, also chosen by fans, has been announced at the past two Super Bowls.