PepsiCos latest tie-up with the NFL will start next year

PepsiCo's latest tie-up with the NFL will start next year

PepsiCo has extended its commercial tie-up with the National Football League in the US.

The soft drinks firm said yesterday (6 September) that it has signed a new, “multi-year” agreement with the NFL, to start running from next year. Specific duration and financial details were not disclosed.

Pepsi Max will maintain its position as the official soft drink of the NFL, while Tropicana will begin to make an appearance through the agreement. The company will also continue its sponsorship of the American Football organisation's 'International Series'.

The two will also set up an 'Innovation Task Force', which will develop “new food and beverage concepts” as well as “sideline innovations and enhancements to health and safety for athletes”.

"The NFL is a year-round platform allowing us to engage and activate our collective brands in a … 'Power of One' way like never before,” said PepsiCo's chairman & CEO, Indra Nooyi.

PepsiCo has had a commercial arrangement with the NFL for 28 years.