June 20, 2024

As the NFL allows players to wear the number 0, it’s opening up new sponsorship avenues at the league level, this time with soft drink, Pepsi.

In a sign that there are endless sponsorship avenues for leagues to get creative with, PepsiCo
PEP
is expanding its long-term relationship with the NFL by making Pepsi Zero Sugar the “Official Zero of the NFL” for the 2023-2024 season. Financial terms were not disclosed.

The new sponsorship deal comes with several activation levels. For one, D’Andre Swift of the Philadelphia Eagles will become part of the promotion element. Swift selected to wear number 0 ahead of this upcoming season.

“The Eagles helped bring the idea of No. 0 jerseys to the NFL, and I’m looking forward to being the first player in the team’s history to wear this number,” said D’Andre Swift. “Partnering with Pepsi Zero Sugar, the Official Zero of the NFL, is really exciting and gives our devoted fans a chance to represent #TeamZero all season long!”

Other activations will include giving away 100 jerseys with #0 on them. The online giveaway starts today and runs through September 17 at 11:59 p.m. ET. Given that there are still teams where no player is wearing the number, Pepsi will offer to create a custom No. 0 jersey for winning fans.

Other promotions through the new extended partnership include giving tickets to games for those that have attended “zero games” – fans who have watched the NFL from afar but have never gone to a game in person. The promotion will tap Pepsi’s social media channels for a chance to win. The “Zero Games Ticket Giveaway” promotion will start later in the 2023-24 season.

Tapping into naming rights, the NFL will make Pepsi Zero Sugar the presenting sponsor for the NFL Rookie of the Week as well as Rookie of the Year.

As the Official Soft Drink of the NFL, PepsiCo’s partnership with the NFL dates back over 20 years.

“With many fans expressing their excitement to see which of their favorite players choose Zero, the timing couldn’t be more perfect for Pepsi Zero Sugar to show up for the most loyal football watchers,” said Melissa Duhaime, Director of Sports Marketing, PepsiCo. “As a longtime NFL partner, Pepsi is proud to have Pepsi Zero Sugar declared the ’Official Zero of the NFL‘ and elevate fans’ gameday experiences by gearing up with the first-ever No. 0 jerseys.”

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