The Pittsburgh Steelers have the most lucrative partnerships of just about any NFL team. It attracts major brands from many industries who want to tap into the iconic team’s faithful fan base. The diverse revenue streams from its wealthy partners enable the team to make sure it keeps playing excellent football year after year.
Parx Casino Partnership
The Steelers have a multi-year promotional partnership with Parx Casino. The deal gives Parx the right to target Steelers fans through marketing campaigns. The casino’s initiatives in 2022 included a giveaway for fans of trips to all the Steelers away games. Parx also has the right to use the official team logos and to leverage game-day experiences.
With Pennsylvania sports betting taking off, the partnership between the Steelers and Parx Casino isn’t surprising. Both the Steelers and Parx benefit from the partnership. Parx gains visibility and exposure from its association with the Steelers. When placing an NFL wager at Parx Casino, it’s hard to ignore other game categories, especially when a sport is off-season. Parx offers free spins and deposit bonuses to give players value for their money. It also provides a safe and secure gambling environment.
Heinz gets field naming rights
In 2001, the Steelers signed a 20-year naming rights agreement with Heinz for their new stadium. The stadium was renamed Heinz Field, and the iconic ketchup bottles appeared on the stadium’s scoreboard.
The deal expired in 2021, but Heinz signed a separate sponsorship retaining certain rights and said it would continue to be involved, albeit in a more subtle way. Business tie-ups like this can be lucrative for both parties over the years. This partnership was no exception, with the Steelers and Heinz benefiting from the partnership.
Acrisure takes over from Heinz
When the Heinz field-naming rights deal expired, the Steelers signed a 15-year naming rights agreement with Acrisure, a financial technology and insurance company based in Michigan. Acrisure offers intelligence-driven financial services solutions for insurance, reinsurance, and cyber services. Cyber threats are increasing daily, and it’s important to secure business data by using advanced security measures.
At the start of the 2022 NFL season, Heinz Field was rebranded as Acrisure Stadium. Many supporters wondered why Heinz didn’t renew its sponsorship. Heinz couldn’t justify paying as much for the rights as Acrisure was offering. Acrisure is paying over $10 million a year for the field naming rights.
PepsiCo
Pepsi has been the official drink sponsor for the Steelers since 2018. The Steelers previously had a longstanding deal with their rival Coca-Cola. As part of the deal, PepsiCo gained exclusive pouring rights at top NFL games, fixed stadium signage, and local media and retail promotional opportunities. It is integrated into the team’s TV, digital, and mobile assets.
PepsiCo uses fan/community initiatives and social media campaigns to highlight game day experiences. Its vast portfolio of foods and beverages brings enjoyment to Steelers games. Its sports drink maker, Gatorade, is highly visible on NFL sidelines. PepsiCo and the NFL teamed up to unveil a Gatorade pre-workout product for players.
In 2022, PepsiCo renewed its sponsorship deal, but without the Super Bowl halftime show. Apple took over from PepsiCo as the new partner of the halftime show.
Sponsorships from industry leaders such as Parx Casino, Acrisure, and PepsiCo give the Steelers the financial resources to sustain championship teams. They also receive great benefits from such a partnership. Aligning with one of the most iconic teams in the NFL boosts their market share. They can drive their visibility and exposure through the partnership.
