By Barry Janoff
July 31, 2013: The San Francisco 49ers have signed a multi-year alliance with PepsiCo making the company the "official and exclusive non-alcoholic beverage and snack provider" for the team beginning with the 2013 season and then in the new Levi's Stadium.
The pact, which makes PepsiCo one of the stadium's current ten founding partners, encompasses a portfolio of brands that includes Pepsi, Frito-Lay, Quaker, Gatorade and Tropicana. Pepsi replaces Coca-Cola as the team's official soft drink.
Financial terms were not disclosed.
PepsiCo is also an official partner of the NFL.
The $1.2 billion Levi's Stadium is currently under construction and is scheduled to open for the 2014 NFL season. The venue has already been named to host the league's historic Super Bowl L in February 2016.
PepsiCo will have exclusive selling, dispensing and serving rights at Levi's Stadium when it opens next season. Other elements of the pact include a PepsiCo branded fan deck in Levi's Stadium, which will be located on the North end's uppermost level and span the length of the end zone.
The deal extends a relationship the 49ers had with PepsiCo's Frito-Lay and Gatorade brands. Under terms of the new alliance, "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," according to the team.
49ers running back Frank Gore and linebacker NaVorro Bowman will be Pepsi spokesmen for the 2013 season. To commemorate the team's final 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-Oct. 5, 49 gold cans will be placed in specially marked Pepsi and Diet Pepsi packs available at participating retailers throughout Northern California. Prizes include VIP tailgates, behind-the-scenes stadium tours, the opportunity to meet current and former players and 4,949 pieces of team-branded gear.
"PepsiCo is an ideal partner for the 49ers because of its unique understanding of sports and inventive marketing initiatives," Jed York, CEO for the 49ers, said in a statement.
According to York, "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. 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."
Other founding partners include naming rights holder Levi's, Yahoo!, Anheuser-Busch's Bud Light, Sony, SunPower, NRG Energy, SAP, Violin Memory and Brocade.
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