PepsiCo, one of the largest food and beverage companies in the world, is the new official sponsor of Allianz Parque. With the agreement, the company becomes the exclusive supplier of products in the snacks, nuts and nutrition categories at the arena, offering brands such as Doritos, Lay’s, Ruffles, Elma Chips, Kero Coco and Toddynho.
The partnership expands the brands’ presence during sporting events, concerts and other activities at the stadium. In addition to exclusivity in the sale of products, the contract provides for the use of the brand in marketing actions and grants PepsiCo the naming rights for the two concierges with access to the premium areas, which lead to the cabins, lounges and restaurants.
“We are very happy to announce the partnership with Allianz Parque. The space connects with our purpose of being closer to the consumer during moments of entertainment and leisure, be it a good football match or an unmissable musical concert. Through sponsorship, we want to provide the public with a complete experience, with lots of flavor and fun”, declares Martín Ribichich, Vice President of Sales at PepsiCo Brasil.
With this new sponsorship, Allianz Parque has 13 partners. PepsiCo integrates the local menu with 20 products from its portfolio, including:
- Snacks: Doritos, Lay’s, Ruffles, Cheetos, Sensações, Fandangos, Baconzitos, Cebolitos, Stax, Pingo D’Ouro, Torcida, Fofura, Eqlibri and Popcorners;
- Nuts: Elma Chips skinless peanuts, Elma Japanese Peanut Chips and Elma Chips peanut eggs;
- Nutrition: Kero Coco and Toddynho.
“PepsiCo is a reference in the food industry. For Allianz Parque, it is an extremely important association, in which we are able to bring market-leading products to the arena. We hope it will be a partnership full of activations and that it will bring important cases for entertainment in the country”, comments Marcelo Frazão, vice-president of WTorre Entretenimento.
