The San Francisco 49ers today announced a multi-year relationship making PepsiCo the official and exclusive non-alcoholic beverage and snack provider for the team and the new Levi’s® Stadium. PepsiCo is one of the stadium’s 10 founding partners, with this deal encompassing PepsiCo’s portfolio of iconic brands such as Pepsi, Frito-Lay, Quaker, Gatorade and Tropicana.
“PepsiCo is an ideal partner for the 49ers because of its unique understanding of sports and inventive marketing initiatives. Now, by expanding our relationship to include PepsiCo’s full portfolio of foods and beverages, we will be able to enhance the fan experience in more ways than ever before,” said 49ers Chief Executive Officer Jed York. “We’re excited to team up with PepsiCo during this important time in 49ers history and welcome this world-class company as one of our founding partners at Levi’s® Stadium.”
“We’re looking forward to working with the San Francisco 49ers -- one of the NFL’s most celebrated franchises -- as the team pursues its sixth Super Bowl title,” said PepsiCo North America Beverages Chief Marketing Officer Simon Lowden. “Being part of both the 49ers momentous send-off from Candlestick Park and opening of Levi’s® Stadium is a true honor. The strength and popularity of our food and beverage brands paired with the passion and loyalty of 49ers fans is a truly winning combination.”
To commemorate the 49ers last season this year at Candlestick Park, PepsiCo is giving fans the chance to win unique experiences with the limited-time “Here’s to a Golden Era” Pepsi can promotion. From Aug. 12 to Oct. 5, 49 gold cans will be placed in specially marked Pepsi and Diet Pepsi packs available at participating retailers throughout Northern California. Prizes for purchasing a gold can include once-in-a-lifetime fan experiences such as VIP tailgates, behind-the-scenes stadium tours and chances to meet current and former players.
Additionally, local consumers can also visit Pepsi displays in participating retailers for more information on how to win one of 4,949 other pieces of team-branded gear.
This new agreement builds on previous relationships the 49ers had with PepsiCo’s Frito-Lay and Gatorade brands. Beginning with the 2013 season, PepsiCo’s full lineup of food and beverage brands will now have exclusive marketing rights for the 49ers, including mobile, TV and digital assets, and local media and retail promotional opportunities. PepsiCo gains exclusive selling, dispensing and serving rights at Levi’s® Stadium when it opens for the 2014 season. PepsiCo also will brand the North fan deck, which will sit on the uppermost level of the new stadium and span the length of the end zone.