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.
4th Cornerstone Partnership Includes "Pepsi Corner Scoreboard" and "Gatorade --"
EAST RUTHERFORD, N.J. – October 22, 2009 – 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 includes marketing rights for both teams as well as beverage exclusivity for all non-alcoholic beverages. Pepsi and Gatorade will continue as the Official Soft Drink and Official Sports Drink, respectively, of the New York Giants and New York Jets.
"We have enjoyed great partnerships with the Jets and Giants over the years and we jumped at the chance to be a part of their new state-of-the-art facility that is essentially in our backyard," said TBD. "We've seen firsthand the incredible excitement and anticipation the stadium is bringing to the New York area and we look forward to joining the fans for the first kick off."
"We are excited to expand our partnership with Pepsi in this new agreement," said John Mara, John Mara, President and CEO of the New York Giants "PepsiCo has long been associated with quality standards similar to our own, and we hold deep respect for its longstanding commitment to serve top products and provide first rate variety."
As a cornerstone sponsor, PepsiCo will receive exterior branding on the stadium's facade and entry gate, signage throughout the concourses, and in-stadium branding, highlighted by the Pepsi Corner scoreboard. PepsiCo will also have exclusive pouring rights at the stadium, 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.
"Our latest undertaking with Pepsi symbolizes the placement of the fourth, and final, premium partner cornerstone of the New Meadowlands Stadium," said Woody Johnson, Chairman and CEO of the New York Jets. "Our final cornerstone sponsorship team now consists of Pepsi, Met Life, Verizon and Budweiser, and we could not be more thrilled with this line-up."
"It is very gratifying to have a company of the caliber and quality of Pepsi 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 permanent home to two NFL teams. Our sponsorship proposition of less is more, with only five major sponsors, has proven to be extremely attractive."
"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, Chairman and Executive Vice President of the New York Giants. "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.
In Pepsi's case, its branding will be integrated throughout interior public access concourses and in a 25,000 square foot area in the plaza just outside the stadium, giving it dominant visibility on the southwest corner. Fans entering through the Pepsi corner will be fully immersed in the brand while they are making their way up through the stadium or walking around the stadium concourses. Pepsi marks and colors will also be featured in the bowl of the stadium, on one of the four giant scoreboards and on the inner LED ring board.
This partnership extends an ongoing relationship between PepsiCo and both the Giants and the Jets. Pepsi has been the Official Soft Drink of the Giants since 2003, the Jets since 2004, and the NFL since 2002.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate 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. With more than $43 billion in 2008 revenues, PepsiCo 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.