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Closing Bell

PepsiCo Renews Sponsorship Deal With NFL, Effective In '12

PepsiCo and the NFL today announced that they have renewed their sponsorship deal with a new multiyear agreement taking effect in '12. The deal reportedly is for a 10-year term and "could be valued" at $2.3B through the '22 playoffs, "making it one of the largest sponsorships to date in U.S. sports" (WALL STREET JOURNAL, 9/6). Facets of the deal include the following:

  • Gatorade continues its sponsorship of the league.
  • Pepsi Max continues to be the official soft drink of the NFL.
  • Frito-Lay will again offer its "Crash The Super Bowl" promotion.
  • PepsiCo remains a sponsor of the NFL Int'l Series.
  • The Quaker Oats and Tropicana brands become league partners beginning next year (PepsiCo).

Meanwhile, Marriott Int'l today announced a renewal of its deal with the NFL, which gives it exclusivity in the hotel category. Courtyard by Marriott has had a relationship for the last four years with NFL Network, NFL.com and NFL Mobile from Verizon, which will continue with this renewal (Marriott Int'l).

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