NEW YORK ( TheStreet) -- PepsiCo's (PEP - Get Report) Gatorade brand of sports drinks will continue to be one of the only brand names on the field at NFL games, along with Motorola (MMI - Get Report), after Pepsi announced a 10-year extension of its sponsorship deal.
Pepsi's NFL sponsorship extension, valued at $2.3 billion and announced early Tuesday, ensures that Pepsi brands Gatorade, Pepsi MAX and Frito-Lay will continue their relationship with the NFL. Its Quaker Oats brand will become a new partner with the league next year, while its Tropicana brand will also join ranks as a Pepsi brand engaged with the NFL's 2012 season.
Aside from on-field football equipment, Gatorade and Motorola are the only brands with a presence at NFL games. Pepsi's Gatorade makes memorable appearances when players shower winning coaches with the sports drink, while team coaches don Motorola headsets -- high-profile images that Pepsi's marketing team was smart to maintain. The NFL also renewed its sponsorship deal with General Motors (GM - Get Report), and announced new deals with insurer USAA and electronics maker Bose. The NFL expects game attendance to rise this year, and television viewership is also projected to be strong, giving sponsorship brands even more visibility to millions of fans. Pepsi's renewed deal will run through the 2022 playoffs. Pepsi shares were 2.3% lower Tuesday morning at $61.81.
-- Written by Miriam Marcus Reimer in New York.
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