The Cowboys, Giants, Raiders and Lions of the National Football League now have new anthems thanks to an innovative Pepsi promotion.
Pepsi and the NFL launched the Pepsi NFL Anthems program featuring originally created songs by the likes of Kid Rock, Kelly Clarkson, Ice Cube and Travie McCoy. The anthems were inspired by the artists' passion for their cities and hometown NFL teams. For example, Clarkson’s offering is a Dallas-themed anthem titled, 'Get Up (A Cowboys Anthem).
“Everyone knows that I am a huge Cowboys fan, and having the chance to be a part of the Pepsi NFL Anthems program and create a custom song for the team and city of Dallas overall was an honor," Clarkson said.
Travie McCoy's New York Giants anthem, titled 'All In,' will be exclusively available at retail stores, including Walmart, on specially marked 24-packs of Pepsi, Diet Pepsi and Pepsi MAX. McCoy's song can be downloaded using the in-pack redemption code until September 3, after which it will be available for free download on PepsiAnthems.com. From Aug. 13 to Sept. 24, fans can also visit the site for a chance to win a trip to the 2013 Super Bowl.
The Oakland Raiders anthem is performed by rap artist and actor Ice Cube while Detroit Native Kid Rock performs the Lion’s anthem.
Aside from the song releases, the Pepsi NFL Anthems program will be supported through national POS displays and in-market POS featuring current NFL players and in-stadium activations. Players teaming up on the program include: DeMarco Murray - Dallas Cowboys; Matthew Stafford - Detroit Lions; Darren McFadden – Oakland Raiders; Victor Cruz – New York Giants and LaMarr Woodley of the Pittsburgh Steelers.
"The synergy of music and sports has never been more prevalent, and the effect that music has on sports culture is never more present than in the NFL," said Todd Kaplan, director of Pepsi Sports Marketing. "The Pepsi NFL Anthems program will help bring the NFL's passionate fan base closer to their teams through an authentic musical experience – whether it's listening to the anthem on your way to the game, or hearing it blast throughout the stadium after a big play."
The program is an extension of Pepsi's "Live for Now" campaign, which looks to capture the excitement of the moment and deliver experiences and content that is current in pop culture. The announcement comes on the heels of additional partnerships between PepsiCo and the NFL, including a four-year agreement to become the sponsor of the Super Bowl Halftime Show and a multi-year deal to become the official soft drink of the Pittsburgh Steelers.
"Music and football are inextricably linked and Pepsi has consistently worked with us to integrate music into our fans' experience in unique and exciting ways," said Keith Turner, NFL's SVP sponsorship and media sales. "The Pepsi NFL Anthems program is a testament to that tradition, and we are pleased to be working together on this groundbreaking campaign."