Pepsi Rises to Founding-partner Status with Blues

Scottrade Center

(from Sports Business Journal, March 11, 2013) Pepsi has just signed a contract with the St. Louis Blues to renew their partnership for 5 more years. This contract involves the Blues, Scottrade Center, and Peabody Opera House as well. Since the Scottrade Center opened in 1994, Pepsi has exclusively sold its soft drinks in the arena. The six figure deal with Pepsi has been negotiated to have naming rights at opera house and the arena. Inside the Scottrade Center is the Pepsi Plaza, which is upper party deck that includes a bar, high-top tables, and televisions. This is the first of a sponsor using a theme to tie to their area in the arena.

The agreement between Pepsi and the Blues also covers the Pepsi Encore Ballroom, which is part of the opera house where people can host events. The Pepsi Encore Ballroom is co-owned by the owner of the Blues, Tom Stillman. This venue was originally known as the Kiel Opera House, but closed and reopened after renovation. The opera house is now a concert venue, as well as a host to Broadway shows every year. The Blues occasionally use the ballroom for fan entertainment purposes.

Some benefits that Pepsi will receive are an LED sign on the outside the Scottrade Center as well as its logo on the back of St. Louis Blues Hockey tickets. In return, both venues (Scottrade Center and the Opera House) will be getting exposure on the back of Pepsi trucks all throughout St. Louis. The agreement also brings up the Aquafina Junior Blue Note Kids Club and how that affinity program will be paid more attention to in the future. The deal has finally been officially closed between Pepsi and the Blues. The deal was made in August, but has been readjusted since the NHL lockout has taken place. The Blues have also renewed deals with Verizon, Ford, Walgreens, and other companies.