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PepsiCo scores touchdown in multiyear deal with Pittsburgh Steelers

BY Allison Cerra

PURCHASE, N.Y., and PITTSBURGH — PepsiCo has entered a multiyear deal with the National Football League’s Pittsburgh Steelers to serve as the franchise’s exclusive nonalcoholic beverage, salty snacks and sports fuel provider.

The deal marks the Steelers’ first partnership with PepsiCo’s expanded portfolio, which includes such brands as Pepsi, Frito-Lay and Gatorade.

As part of the new sponsorship, PepsiCo will gain 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. To commemorate the partnership, PepsiCo will roll out a limited-edition commemorative Pepsi Max can in honor of the Steelers’ 80th anniversary, available throughout Pennsylvania beginning in the 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. "Our vast portfolio of food and beverage products will bring a lot of enjoyment to the Steelers’ community and we’re looking forward to partnering closely with the team on new initiatives. The Steelers organization is topnotch and shares our creative marketing vision."

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Yankee Candle expands leadership team

BY Allison Cerra

SOUTH DEERFIELD, Mass. — Yankee Candle has appointed Brad Wolansky to serve in the newly created role of president of direct and chief marketing officer.

Wolansky — who joins the company from the Golf Warehouse, where he served as CEO — is responsible for building the Yankee Candle’s branding efforts across all channels through unique and compelling marketing communications and will lead the company’s digital branding and e-commerce efforts to drive sales. Wolansky will report to Yankee Candle CEO Harlan Kent and have responsibility for the consumer direct, creative, marketing, public relations and social media teams.

Yankee Candle said Wolansky’s appointment is part of a strategic initiative focused on building the company’s brands, expanding the digital platform and accelerating growth of its direct-to-consumer business.

"In the past year, we have energized our Yankee Candle branding effort driven by better understanding our customer and what she wants and needs," Yankee Candle CEO Harlan Kent said. "Part of this strategic effort revolves around bringing in world class direct talent. Brad has successfully grown leading retail brands and is the ideal person to spearhead both our marketing and direct business to help us achieve our growth goals."

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FDA approves blood cancer drug

BY Alaric DeArment

SILVER SPRING, Md. — The Food and Drug Administration has approved a new drug for treating multiple myeloma, the agency said Friday.

The FDA announced the approval of South San Francisco, Calif.-based Onyx Pharmaceuticals’ Kyprolis (carfilzomib). The drug is designed for patients with the disease who have received at least two prior therapies, including Takeda Pharmaceutical Co.’s Velcade (bortezomib) and an immunomodulatory therapy. Multiple myeloma, a blood cancer that usually grows in the bone marrow, is expected to be diagnosed in about 21,700 people this year, according to the American Cancer Society, while 10,710 will die from it.

"The approval of Kyprolis provides a treatment option to patients with multiple myeloma whose disease has progressed despite use of available therapies," FDA Office of Hematology and Oncology Products director Richard Pazdur said. "We are encouraged by the continued progress in the development of drugs for multiple myeloma over the past decade, offering improved treatment of this disease."


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