The Pittsburgh Pirates are going local in a cross-marketing partnership with the Iron City Brewery, with the Bucs increasing PNC Park promotions and availability for the Pittsburgh classic and the brewery gaining rights to use the team logo in marketing efforts.
The agreement also grants Iron City and the Pirates rights to use each other’s name and logos in advertising and marketing materials to drive business for each organization. The deal also makes Iron City the lead sponsor of the Pirates’ Skyblast fireworks and music series. More ballpark signage will be devoted to the beer; in addition, concessionaire Aramark will add more Iron City taps to ballpark beer stands.
“Iron City and the Pirates are iconic Pittsburgh institutions that are united in their dedication to the city and its fans,” said Ed Lozano, president and CEO, Iron City Brewing Co. “As we embark on a campaign to re-connect consumers with their hometown beer, we’re proud of our new relationship with the Pirates and invite everyone to enjoy a cold Iron City or IC Light at PNC Park this summer.”
“The Pirates are very pleased to partner with Iron City and look forward to working with their new leadership on re-establishing the great partnership that existed for decades between our two organizations,” said Frank Coonelly, president, Pittsburgh Pirates.
Of course, Iron City isn’t once the beer it was: facing challenges in the local market, the brewery has changed hands, moved out of its historic Lawrenceville brewery and is now brewed under contract in Latrobe. A marketing agreement with the Bucs certainly reminds locals that the iconic brand, marketed as a working-class beer in the past, is still around.
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