The famous brand war raging between soda giants Coca-Cola (NYSE:KO) and PepsiCo (NYSE:PEP) has often been proclaimed as the business world’s equivalent of the legendary Hatfield-McCoy feud. For more than 30 years, the two companies have taken turns besting one another via taste tests, advertising campaigns and sponsorship deals. Just as one company gets the edge, the other wields a surprise blow that stuns its opponent.
The latest battle involves the Pittsburgh Steelers.
Even though Coca-Cola and the Steelers have been tight for decades — who doesn’t remember the iconic Mean Joe Green commercial? — Pepsi has officially inked a deal with the football team that punts Coke out of the Steelers’ Heinz Field.
The multi-year deal, which was signed Monday, gives Pepsi the clout that comes with being the team’s exclusive non-alcoholic beverage, “salty snacks and sports fuel” provider. Pepsi products will be sold at Steelers’ home games — and at concerts and other events held at the stadium.
Pepsi will also introduce a special limited-edition Pepsi Max can to honor the Steelers’ 80th season. The cans will be available throughout Pennsylvania this fall.
“We can’t wait to begin working closely with the Steelers, one of the NFL’s most iconic franchises, and be part of such a celebrated team with some of the league’s most passionate fans,” PepsiCo North America Beverages Chief Marketing Officer Simon Lowden said in a press release.
Monetary details of the agreement have not been disclosed to the public, but Pepsi says that the new sponsorship gives the soft-drink giant exclusive selling, dispensing and serving rights at Heinz Field; fixed stadium signage; venue and team sponsor assets; integration into the team’s mobile, TV and digital assets; and local media and retail promotional opportunities.
