Super Bowl this time will not have either Coca Cola nor Atlanta Falcons. The big game or the National Football League will not be officially sponsored by the hometown beverage giant, unlike PepsiCo, the arch-rival. This is leading to Coke’s few indignities, which has a habit of painting the town red.
Pepsi is colouring everything from red to blue
Pepsi ads are turning all the reds into blues, sidelining Coca Cola. The beverage giant is all set to pain all the Coke logos on fountain machines and coolers in the Mercedes-Benz Stadium as the Super Bowl is played there.
The bottled Cokes will not be allowed inside and only the fountain drinks will be made available, that too in cups labelled with Super Bowl. Dasani bottled water of the company will be served only after stripping off their labels.
NFL has been sponsored by Pepsi since 2002
Since 2002, PepsiCo has been sponsoring NFL, but it will get to serve its namesake cola for the first time, in the stadium whose licensing rights have been held by Cola for a long time. Coke is not alone which is facing marketing one-upmanship as the NFL is bringing its biggest party of the year on 3 February this year.
Many of the big corporate citizens of Georgia helped the local host committee and the city prepare for the gathering. But they are not sponsoring the NFL’s Super Bowl.
Not UPS, Coke, Mercedes-Benz, Kia, Chick-fil-A, Serta Simmons or Holiday Inn parent IHG. Their huge rivals range from FedEx to Ford, McDonald’s, Sleep Number and Marriott.
FedEx is planning to flood the local courier vans with images of Super Bowl. It will also provide free admission as the National Center for Civil and Human Rights before the games on Saturday. Patrick Fitzgerald, the senior vice president of FedEx, will not do anything different just because UPS is based there.