PepsiCo has signed as a cornerstone partner of the New Meadowlands Stadium, future home of the New York Jets and New York Giants, the New Meadowlands Stadium Corporation announced today.
The multiyear partnership begins at the start of the 2010 season, and establishes marketing rights for PepsiCo relative to both teams as well as beverage exclusivity at the stadium for all non-alcoholic beverages. Pepsi and Gatorade will continue as the Official Soft Drink and Official Sports Drink, respectively, of the Jets and Giants. Pepsi Max will be featured prominently at the stadium with the Pepsi Max Corner Scoreboard and branding at the entry gate.
"We have enjoyed great partnerships with the Jets and Giants over the years and now we're taking it to the next level by joining them in their new state-of-the-art facility," said Jeff Dubiel, VP of sports marketing, Pepsi. "With the stadium essentially in our back yard, we've seen first-hand the incredible excitement and anticipation it's bringing to the New York area. We look forward to joining the fans for the first kickoff."
"This relationship with PepsiCo as the fourth, and final, premium partner cornerstone of the New Meadowlands Stadium is the realization of a vision," said Woody Johnson, Jets chairman and CEO. "PepsiCo recognizes the uniqueness of our building sponsorship strategy in what will be the premier stadium not just in the NFL but in the world. Our less-is-more approach will allow us to deliver the most value to our partners — PepsiCo, Met Life, Verizon and Budweiser — and a top-notch gameday experience to our fans."
"We are excited to expand our partnership with PepsiCo in this new agreement," said John Mara, Giants president and CEO. "PepsiCo has long been associated with quality standards similar to our own, and we hold deep respect for its long-standing commitment to serve top products and provide first-rate variety."
As a cornerstone sponsor, PepsiCo will receive exterior branding on the stadium's facade, signage throughout the concourses and in-stadium branding. PepsiCo will also have exclusive pouring rights, offering fans a number of products from their broad beverage portfolio, including Pepsi, Diet Pepsi, Pepsi Max, Gatorade, Mtn Dew, Sierra Mist and Tropicana Lemonade.
"It is very gratifying to have a company of the caliber and quality of PepsiCo as our fourth cornerstone partner," said Mark Lamping, president and chief executive officer of New Meadowlands Stadium Co. "In what is a challenging time economically, the fact that we have attracted four major corporate sponsors for the stadium is significant and a testament to the unique nature of the situation — the first stadium built to be the permanent home to two NFL teams."
"With our four premium partners in cornerstone position, our stadium is nearing completion and will be ready for the 2010 football season, with concerts and special events to start in the spring," said Steve Tisch, Giants chairman and executive vice president. "We look forward to opening the stadium with the help of our valued sponsors."
The cornerstone entrances are a major feature of the building's architecture and amenities, adding color, excitement and activities to the fan experience as they are welcomed inside. Each of the four cornerstone sponsor zones will serve as a main entry for the stadium. Visible from the approach to the stadium and from within the parking lots, they will be identifiable landmarks for the fans. They will offer a collection of activities starting at the perimeter ticketing gates, extending through the corner sponsor's plaza and continuing through each of the levels of the stadium.
This partnership extends an ongoing relationship between PepsiCo and both the Jets and Giants. Gatorade has been fueling the performance of both teams' players for more than 25 years. Pepsi has been the Official Soft Drink of the Jets since 2004, the Giants since 2003 and the NFL since 2002.
About PepsiCo
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses — Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade — also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. PepsiCo, with more than $43 billion in 2008 revenues, employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
