Top
NEWS REAL
• In response to the mass shooting that occurred in the early hours of August 4, 2019, The Dayton Foundation has established the Dayton Oregon District Tragedy Fund.

• NBC Sports Group and World Rugby today signed a four-year partnership to exclusively present the HSBC World Rugby Sevens Series across NBC Sports platforms in the U.S. through 2023. The HSBC Sevens Series was an NBC Sports property from 2010-2016.

• ESPN, X Games and MLB said that four more MLB clubs have joined the Shred Hate initiative, described as a “multi-faceted, innovative bullying prevention program striving to put an end to bullying in schools by encouraging youth to choose kindness.

The Boston Red Sox, New York Mets, New York Yankees and Oakland A’s will “support Shred Hate bullying prevention efforts and have the No Bully methodology implemented within select schools in their markets throughout the 2019-2020 academic year.”

The Los Angeles Dodgers and Pittsburgh Pirates are returning to the initiative for a second consecutive year. Other MLB clubs have also been part of the initiative, which launched in 2017.

• The Museum of Ice Cream — a hands-on destination that serves homemade ice cream and offers such activities as cookie carousel to a slide that leads into a pool filled with rainbow sprinkles — will add to its original (2016) San Francisco location with the opening of a second location, in New York City’s Soho (555 Broadway), spanning almost 25,000 square feet over three floors.

• On the same day that Naomi Osaka was named the No. 1 seed for the upcoming U.S. Open, the two-time Grand Slam winner has signed a deal with Hyperice, a recovery and performance technology brand that specializes in vibration and percussion fitness devices. She joins such athletes as Blake Griffin and Lindsey Vonn on the roster. Full story here.
 

• Kellogg's Frosted Flakes has signed a deal to become title sponsor for the renamed Tony the Tiger Sun Bowl.  The postseason CFB game will feature teams from the ACC and Pac-12 in the Sun Bowl, El Paso, Texas, on Dec. 31, 2019, and will air for the 52nd consecutive year on CBS. The game was known as the Hyundai Bowl from 2010-18.

• The NFL said the Pro Bowl would return to Orlando's Camping Ground Stadium for the fourth successive year, scheduled for Jan. 26, 2020. It will air live on ESPN and ESPN Deportes and be simulcast on ABC (3 PM ET). Full story here.

• Pete Frates and Pat Quinn, co-founders of ALS Ice Bucket Challenge, have launched with The ALS Assn. the 5th anniversary of “Challenge Me” with a “new call to action to reignite the passion and generosity of the millions of people who dumped ice water on their heads in the summer of 2014.”

POLL POSITION

XFL Teams (scheduled to begin play Februty 2020)

• Dallas Renegades
Globe Life Park

• Houston Roughnecks
TDECU Stadium

• Los Angeles Wildcats
Dignity Health Sports Park

• New York Guardians
MetLife Stadium

• St. Louis Battlehawks
The Dome

• Seattle Dragons
CenturyLink Field

• Tampa Bay Vipers
Raymond James Stadium

• Washington DC Defenders
Audi Field

KEEPING SCORE

The 32 men and 32 women who will be seeded in the singles draws at the 2019 U.S. Open (Aug. 26-Sept. 8) have named by the USTA:

U.S. Open Men’s Top Ten Seeds
1. Novak Djokovic, Serbia
2. Rafael Nadal, Spain
3. Roger Federer, Switzerland
4. Dominic Thiem, Austria
5. Daniil Medvedev, Russia
6. Alexander Zverev, Germany
7. Kei Nishikori, Japan
8. Stefanos Tsitsipas, Greece
9. Karen Khachanov, Russia
10. Roberto Bautista Agut, Spain

U.S. Open Women’s Top Ten Seeds
1. Naomi Osaka, Japan
2. Ashleigh Barty, Australia
3. Karolina Pliskova, Czech Republic
4. Simona Halep, Romania
5. Elina Svitolina, Ukraine
6. Petra Kvitova, Czech Republic
7. Kiki Bertens, Netherlands
8. Serena Williams, United States
9. Aryna Sabalenka, Belarus
10. Madison Keys, United States

BUY SELL

Weekend Box Office Aug. 16-18
1. Good Boys $21M
2. Hobbs & Shaw $14.1M
3. The Lion King $11.9M
4. Angry Birds 2 $10.5M
5. Scary Stories $10M
6. 47 Meters Down $9M
7. Dora and the Lost City of Gold $8.5M
8. Once Upon a Time in Hollywood $7.6M
9. Blinded By the Light $4.5M
10.The Art of Racing in the Rain $4.4M
Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

8-3-19 El Paso Relief Fund See More Ads Below

COLLEGE

BodyArmor Into NCAA
No. 1 Colleges Since '92
Notre Dame Builds Brand
Cancer Drives Home
Men's Hoops Are 'Toxic'

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Channel Chasers

NFL UK 2019
• Oct. 6 Chicago Bears v Oakland Raiders Tottenham Hotspur Stadium
• Oct. 13 Carolina Panthers v Tampa Bay Buccaneers Tottenham Hotspur Stadium
• Oct. 27  Cincinnati Bengals v Los Angeles Rams Wembley Stadium
• Nov. 3 Houston Texans v Jacksonville Jaguars Wembley Stadium

NFL Mexico 2019
• Nov. 18 Kansas City  Chiefs v Los Angeles Chargers Mexico City Estadio Azteca (ESPN Monday Night Football).

Thursday
May302013

Q&A: How Pepsi Is Maximizing Its Efforts Behind NFL, Rookies, Super Bowl XLVIII

By Barry Janoff

May 30, 2013: Pepsi and the NFL have been partners since the beverage giant took over the cola category from rival Coca-Cola in 2002. In 2012, PepsiCo and the NFL extended their alliance with a ten-year deal that analysts put in the multibillion-dollar range. Pepsi siblings including Gatorade, Tropicana and Frito-Lay also are league partners.

This season, Pepsi will be in the second year of it's second tenure as title sponsor of the Super Bowl Halftime Show via a deal signed in 2012 that should carry through the historic Super Bowl L in 2016, to be played in Levi's Stadium in Santa Clara, Calif. Beyoncé was the star in Super Bowl XLVII, Pepsi's first halftime sponsorship since Super Bowl XLI in 2007 (where Prince was the star performer). Super Bowl XLVIII this February will be played in MetLife Stadium.

Pepsi already has significant presence as a cornerstone partner, (along with Bud Light, Verizon and SAP) in the home venue of the NFL's New York Giants and Jets, which is located not far from parent company PepsiCo's corporate headquarters in Purchase, NY.

Pepsi in 2002 also launched what was then the Diet Pepsi Rookie of the Week and Rookie of the Year awards, and under Pepsi Max the past two years, voted on by fans mainly via NFL.com. The voting now is under the Pepsi Next banner.

The yearly winners are a lofty group of players who have continued to make themselves felt beyond their rookie seasons. They include Ben Roethlisberger (2004), Adrian Peterson (2007), Joe Flacco (2008), Percy Harvin (2009), Ndamukong Suh (2010) and Cam Newton (2011). Last year saw what arguably was the most stellar rookie class in recent NFL history, which included the five Pepsi Rookie of the Year finalists: winner Russell Wilson (Seattle Seahawks), Robert Griffin III (Washington Redskins), Andrew Luck (Indianapolis Colts), Doug Martin (Tampa Bay Buccaneers) and Alfred Morris (Redskins).

Wilson was given his honor during the NFL awards ceremony the Saturday night before Super Bowl XLVII in New Orleans. Support continued via such activation as the Panini America "2012 Contenders Football" set that hit Target stores in February, which included an insert featuring each of the weekly winners; and "Prizm Football Red Prizm" die-cut versions of the five 2012 Pepsi NFL Rookie of the Year finalists.

NYSportsJournalism spoke with Zach Harris, marketing director, Pepsi Sports - NFL, about the brand's alliance with the league, the power (or lack thereof) of NFL rookies and marketing support for the 2013 Pepsi Next Rookie of the Week and Year voting and the Super Bowl XLVIII halftime show.

NYSportsJournalism.com: How would you describe Pepsi's ROI for its NFL alliance, inlcuding the Pepsi Next Rookie of the Week and Year awards and the Super Bowl halftime show?

Zach Harris: Pepsi has a long-standing relationship with the NFL and the NFL Players Assn., and both relationships have been great. The concept of rookies ties in especially well with Pepsi: a fresh outlook, a new class, the anticipation of great things to come, is everything that our brands — and this year we are talking about Pepsi Next — and our company values. We get excited this time of year, when a new class is coming in with a new outlook and new potential. We are anxious to get the Pepsi Next Rookie of the Week and Rookie of the Year voting started when the 2013 season begins. And if you add that to our other NFL-related activations, not the least of which is the Super Bowl halftime show, we believe that really translates well into fan and consumer loyalty.

NYSJ: It might be hard to ever top the rookie Class of 2012 with Luck, RG3, Wilson, Morris and others, but what do you see for the rookie Class of 2013?

ZH: Every year is different. So I appreciate and look forward to meeting them and speaking with them at such events as the NFLPA Rookie Premiere, to get to know them off the field and to get to understand who they are and what they are like. To get to understand their personality and marketability, if you will. And at the same time to talk to them about Pepsi and our alliance with the NFL and the rookie platform, especially through the Pepsi Next Rookie of the Week and Rookie of the Year voting. There may not be the same type of buzz this year as last year, or the year before with Cam Newton, Julio Jones, J.J. Watt and some of the others. But don't let that fool you. There will be rookie standouts. There will be leaders who will rise to the top.

NYSJ: What type of response have you received from consumers and fans regarding Pepsi's activation behind and support of the Rookie of the Week and Rookie of the Year programs?

ZH: We have a lot of equity in the rookie programs, which we continue to build every year. It has been more then ten years now since we began working with the NFL rookie platforms. And the best news is that those platforms and the support behind them are still growing. The fact that this is determined by the fans is very important, and we have seen the number of fan votes continue to grow. We hit an all-time high last season for the Pepsi voting when Russell Wilson won. We unveiled the winner during Super Bowl week in New Orleans, which received tremendous press. So fans know to go back every week to vote and every year to vote. The fan base knows that Pepsi supports rookies and that we are here for them.

NYSJ: It's never too early to talk about the Super Bowl, what can you reveal about Pepsi's plans for Super Bowl XLVIII this February in MetLife Stadium?

ZH: [Laughs.] I love that the buzz for this Super Bowl has already started. I am based in New York. PepsiCo is based in New York. We are a global organization with roots in New York. I love the fact that MetLife Stadium is one of our premiere partnerships. There is a lot of anticipation for this Super Bowl and so many opportunities for us to shine.

"There certainly is a unique twist to Super Bowl XLVIII to embrace the elements and the location and to work with our partners."

NYSJ: Pepsi is a cornerstone partner at MetLife and PepsiCo is located not far north of New York City, so how much added incentive is there for Pepsi?

ZH: We look forward to welcoming everyone to our back yard, but we want to make sure that we do it right. We will have a significant presence throughout New York and New Jersey. We do that every year [in the respecitve citiies] leading up to the Super Bowl, but there certainly is a unique twist here to embrace the elements and the location and to work with our partners. And when you add all of that to Pepsi's [title sponsorship of the Super Bowl] halftime show, it is something that Pepsi is very much excited about. It is new and fresh to fans and consumers, and the opportunities that Pepsi sees will be new and fresh. We currently are working through ideas and plans. But if I reveal too much [the Pepsi executives] would come in cut off the conversation. [Laughs.]

NYSJ: How would you describe Pepsi's alliance with MLB, the naming rights deal for Pepsi Center in Denver (home to the NBA's Nuggets and NHL's Avalanche) and other sports domestically and worldwide?

ZH: I would say the results have been strong across our sports portfolio. My focus is the NFL so I can address that directly. From a portfolio standpoint, we always look for ways to engage our consumers, work with our fans and tap into our fan behavior in a way that gets people excited. And there is nothing like capturing the excitement of 'Next' and everything that Pepsi stands for. Here, we are doing that with sports and with the NFL. The best way to put it is to say that our relationship with the NFL has grown every year and will continue to grown.

NYSJ: Not too long ago, the NFL had what would be considered an off-season, but that has changed with the expansion of NFL and marketing activation around the NFL Draft, the Scouting Combine, rookie mini-camps, OTAs and other events leading to the pre-season. How is Pepsi ramping up along with that?

ZH: We want to activate fully, year-round, behind our partnership with the NFL, so we welcome the opportunity to work with the league in their year-round efforts. The NFL is no longer about starting in September and ending in February. We continually look for ways to enhance our presence in certain areas and to build up our presence in all our NFL activations. We are involved with the NFL year-round. In the case of rookies, we are there to support the NFLPA and the rookie class. We support our rookies throughout the entire year.

NYSJ: What is the feeling at Pepsi about the number of the rookies with whom you have worked who have continued to establish themselves on the field?

ZH: It is a great feeling to be part of an athlete's professional career from the beginning. It is a great feeling that Pepsi and Pepsi Next are in on the ground floor and involved with the rookies from the start at events such as the NFLPA Rookie Premiere orientation. The fact that some of our rookies of the year have become big names, household names, and that they came from the Pepsi program, is something that we as a brand and PepsicCo as a company are definitely proud of.

Back to Home Page