Competitive Edge - Sports & Entertainment Marketing News

PepsiCo unretires football greats with portfolio-wide NFL kickoff campaign


Hall of Famers Dan Marino, Emmitt Smith, Jerry Rice and Randy Moss contemplate returning to the field in a new spot.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do businesses and brands sponsor entertainment properties?
  3. Why would a business or brand want to sponsor the NFL?
  4. Do you think an NFL sponsorship is expensive? Why or why not?
    • TEACHER NOTE: Pepsi spends over $100M per year on its exclusive sponsorship rights with the NFL
  5. What is exclusivity as it relates to sponsorship?
  6. What rights does Pepsi have as the Official Soft Drink of the NFL?
  7. What is sponsorship activation?
  8. Why is activation important?
  9. Why do you think Pepsi wanted to incorporate former NFL stars as part of this campaign?
  10. Tom Brady is famously very health-conscious. Do you think the brand considered that when determining which former players to include in the campaign?
  11. What is a brand?
  12. Is Tom Brady a brand?
  13. Do you think Tom Brady should promote potato chips even though his entire brand is focused on making healthy choices when it comes to nutrition?
    • TEACHER NOTE: Google the TB12 Method if you aren’t familiar, and consider reading this story from a few years ago after Brady appeared in a Frito-Lay commercial
  14. What is licensing?
  15. An Eminem song is featured in one of the commercials. Can Pepsi use that song with licensing?
  16. What product is Pepsi promoting with this campaign?
  17. Why do you think they are promoting that specific product?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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