Here’s Why NFL Kickoff Weekend Is Like Christmas Morning for Pepsi

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American football fans everywhere are on the edges of their seats, or couches, anxiously awaiting the official kickoff of the NFL season this weekend. But it’s not only sports devotees who are especially excited about the promise of Sunday and Monday night football again — it’s also advertisers.

PepsiCo (NYSE:PEP), specifically, has reason to be enthusiastic about the season’s official opening because as AdAge reports, the company has an exclusive partnership with the NFL —  and this year, more than ever — the world’s second largest soda company is working to develop fresh material and ultimately position Kickoff Weekend as an advertising event second only to the Super Bowl. Considering the pent-up enthusiasm football fans have for the season’s opening this weekend, it’s not surprising that Pepsi wants to take advantage of the expected 105 million viewers that will turn on their televisions and crack open a beer come Sunday.

According to AdAge, nearly 106 million viewers tuned in to KickOff Weekend last year, and the NFL now expects to extend the 105-million-viewers-plus trend it has enjoyed for three years. Therefore, Pepsi has already perfected two special ads for this Sunday specifically, and while Broncos and Ravens fans got a sneak peak of the action last night during their game, Pepsi promises that the best is yet to come.

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