US: Tasty Baking forms alliance with NFL team

By: just-food.com | 28 September 2009

Tasty Baking Co. has announced a multi-year, multi-platform marketing alliance with American football's Pittsburgh Steelers.

Tastykake will join with the Steelers in a programme including co-branded products, radio, print and online advertising, as well as collectible Pittsburgh Steelers tins filled with various Tastykake products.

"Our sponsorship of the Pittsburgh Steelers further extends the Tastykake tradition of reaching our consumers through breakthrough marketing initiatives," said Jon Silvon, director of marketing for Tasty Baking Company. "Tastykake looks forward to working with the well-regarded Steelers organisation in developing consumer and community marketing programmes that are viewed by our consumers as novel and exciting."

Tasty Baking Company currently has partnerships with the World Champion Philadelphia Phillies, Philadelphia Eagles, Philadelphia Flyers and SportsRadio 610 WIP.

Sectors: Bakery, NPD & innovation, Snacks

Companies: Tasty Baking Co.