CHICAGO BEARS of the National Football League (NFL) have signed a seven-year sponsorship agreement with the Dr Pepper Snapple Group.
Reports in the US value the deal at around $3m per year.
Significantly, the new agreement sees the Dr Pepper Snapple Group replace rival company Coca-Cola as the team’s official soft drinks partner, after Coca-Cola’s contract with the Bears expired in February.
Under the terms of the deal, Dr Pepper will become a ‘Hall of Fame’ corporate sponsor of the Bears and will have an extensive signage presence around the Chicago team’s home stadium, Soldier Field.
As the lead brand in the Dr Pepper Snapple Group’s portfolio – which also includes 7Up, RC Cola and Orangina – Dr Pepper will also be given the naming rights to Dr Pepper Patio, a live entertainment and lounge area in the south stand at Soldier Field.
While the Bears made no plans to dissociate from Coca-Cola, the club was said to be very attracted to Dr Pepper's marketing strategy.
“They really wanted this partnership and they're going to activate around it. They're going to integrate the Bears with everything they do. You don't see every sports marketer doing it that way,” said Chris Hibbs, vice president of sales and marketing for the Chicago Bears.
Dr Pepper’s sponsorship of the Bears should see the brand generate increased cut-through with an NFL audience, with its only other partnership in the sport being with the Dallas Cowboys, which it category-shares with Pepsi.
Responsible for negotiations on the brand side was Chris Barnes, corporate affairs manager at Dr Pepper Snapple Group.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG