Pepsi Launched New Tailgating Deserves Pepsi Campaign

The beverage giant expanded its NFL partnerships to 15 teams to boost its presence during game-day celebrations.

Updated on Sept. 23, 2026 in Football

Expressive, brush-stroke illustration of an athlete in motion, capturing the energetic atmosphere of an NFL game-day tailgate event. — Pepsi has expanded its NFL partnerships to 15 teams as part of its new 'Tailgating Deserves Pepsi' marketing campaign featuring major league stars. AI Illustration. Upload story photo >

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Pepsi has officially introduced its Tailgating Deserves Pepsi marketing campaign featuring NFL stars Jerome Bettis and Justin Jefferson. The initiative aims to align the company's beverage products with game-day food consumption.

Why it matters

By strengthening its long-standing relationship with the league, Pepsi seeks to solidify its connection to the cultural tradition of NFL tailgating. This strategy leverages high-profile athlete endorsements to capture consumer interest throughout the football season.

PepsiCo maintains a 26-season partnership with the NFL and reported nearly $94 billion in net revenue during 2025. The company currently distributes products across 200 countries to over a billion daily consumers.

The players

Jerome Bettis

He is a former professional football running back who played for the Los Angeles Rams and the Pittsburgh Steelers.

Justin Jefferson

He is a wide receiver for the Minnesota Vikings and a prominent star in the National Football League.

PepsiCo

It is a multinational food, snack, and beverage corporation that manages a diverse portfolio of consumer brands.

NFL

The National Football League is the premier professional American football organization in the United States.

Tampa Bay Buccaneers

This professional football franchise competes in the National Football League and recently joined the Pepsi partnership list.

The details

The campaign utilizes television commercials starring NFL icons to promote the brand alongside classic tailgating food. Fans can also access team-specific activations and exclusive merchandise as part of the broader marketing effort.

PepsiCo recorded $94 billion in net revenue during 2025.
Pepsi launched the marketing campaign on September 23, 2026.

Season Trajectory

This campaign follows the pattern set by the 26-season partnership between Pepsi and the NFL, reinforcing the brand as a staple of professional football culture. The move stabilizes PepsiCo's visibility within the competitive sports marketing landscape as the regular season progresses.

Fans of the 15 partnered NFL teams can expect access to team-specific fan activations and exclusive merchandise throughout the season. These activations are designed to integrate the brand directly into the game-day experience for attending spectators.

The takeaway

Consumers can look for new branded promotions and merchandise at stadium events as the league season continues. These brand-led experiences are becoming a core component of the modern game-day atmosphere.