Dr Pepper Snapple Group (NYSE: DPS) and the Chicago Bears today announced a seven-year marketing agreement that unites one of pro football’s most storied franchises with some of the most iconic beverage brands in the U.S.
DPS joins the Bears as a Hall of Fame Partner and will be the exclusive provider of carbonated soft drinks and other beverages at Chicago’s Soldier Field, where fans will enjoy Dr Pepper, RC Cola and more of the company’s leading flavor brands while cheering on the Bears. In addition to soft drinks, the agreement covers teas, bottled water, energy drinks, juices and juice drinks.
DPS will also be the title partner of Bears training camp and have in-stadium and game day branding elements in the south courtyard at Soldier Field, as well as work with the team on local community outreach, advertising and retail promotions.
“The Chicago Bears are excited to welcome Dr Pepper Snapple Group and its first-class brands to our team of Hall of Fame Partners,” Bears vice president of sales & marketing Chris Hibbs said. “From our first discussion, the shared enthusiasm for our team and the Chicago community was evident. Their product portfolio emphasizes both flavor and variety, making it a perfect fit for our large and diverse fan base.”
DPS’s relationship with the Bears is the company’s first category-exclusive vending and pouring rights deal with an NFL franchise, and one of its biggest professional sports team sponsorships.
“We are thrilled with the opportunity to partner with the Bears, and we are looking forward to being part of a one-of-a-kind game day experience at Soldier Field, one of the most venerable and hallowed sports venues in the U.S.,” said Joe Rowland, senior vice president and general manager for DPS’s central business unit based in Northlake, Ill. “This deal enables us to promote trial and awareness of our leading brands with some of the best fans in the world while further strengthening the remarkable ties our company and our brands have to the Chicago area.”