Fire and Quaker Oats launch retail activations across Chicagoland

Quaker and Fire to provide an ultimate fan experience to attend away game against NYRB

CHICAGO, Ill. (May 31, 2012) – As part of the multi-year partnership between The Chicago Fire Soccer Club and Quaker Oats, a division of PepsiCo, the Chicago-based organizations have announced the launch of new retail initiatives across the Chicagoland area. Activations will include Fire and Quaker branded in-store displays and an opportunity to win an Ultimate Chicago Fire Fan Experience to travel to a Fire away game.

“The Fire are excited to embark on this new phase of our partnership with Quaker,” said Fire Vice President of Corporate Partnerships, Dave Beck. “Together, our integrated marketing programs are elevating our brands across the large and growing community of Chicagoland soccer fans, while providing exiting offers for those who choose wholesome and delicious Quaker products.”

Through one promotion, the Fire and Quaker will provide a special ticket offer to shoppers at a variety of stores throughout Chicagoland. The stores will feature Fire and Quaker co-branded in-store displays that encourage shoppers to purchase three Quaker products to receive a free ticket to a 2012 Chicago Fire regular season home match (seats are limited, no guarantee for same day ticket on a game day).

Additionally at participating Jewel stores, shoppers will have the chance to win the Ultimate Chicago Fire Fan Experience Sweepstakes. Shoppers who buy any Quaker product using their Jewel-Osco Preferred Customer Card® will automatically be entered for a chance to win one of the following prizes:

- Ultimate Fan Experience - One winner will have the opportunity to receive a travel package to attend a Chicago Fire away game. This package includes round-trip airfare, accommodations and Chicago Fire away jerseys for six people for the Chicago Fire vs. New York Red Bulls match on Saturday, October 6 at Red Bull Arena in Harrison, NJ.
- Tickets to the Chicago Fire vs. LA Galaxy – One winner will receive six tickets to Toyota Park when the Fire host defending MLS Cup Champions LA Galaxy on Sunday, July 8. The winner and their guests will receive Chicago Fire home jerseys and the chance to be on the field during pre-game warm-ups. The July 8 game is presented by Quaker Oats, and fans will have access to Quaker product sampling, games and a fan photo booth at Fire Fest in the parking lot before the game. Plus, the first 10,000 people to enter the stadium will receive a Quaker and Fire logo backpack.
- Other Sweepstakes Prizes – Sixty-five winners will receive prizes including tickets to a Chicago Fire home game, Fire jerseys, Fire and Quaker logo T-shirts, Fire scarves or Jewel-Osco gift cards.

“Quaker is leveraging strategic retail programming to elevate the partnership with the Chicago Fire and reach families in-store in our shared hometown,” said Shelley Pisarra, Shopper Marketing Senior Director for Quaker Foods and Snacks. “Alongside the Fire, we are proud to promote healthy, active living by rewarding families for choosing nourishing foods.”

In addition to the in-store activation, Quaker will take over the Fire’s official website, Chicago-fire.com for three weeks to help highlight the retail promotions. More information on the Ultimate Chicago Fire Fan Experience can be found at www.QuakerOats.com/ChicagoFire.

The Fire take on the New England Revolution at Gillette Stadium on Saturday, June 2 at 6:30 p.m. CT live on CSN and 97.5 ESPN Deportes. The Fire return to Toyota Park when they challenge the New York Red Bulls on Sunday, June 17 at 4:00 p.m. CT live on the NBC Sports Network and 97.5 ESPN Deportes. Chicago Fire Season Tickets are available by calling 1-888-MLS-FIRE (657-3473), via Ticketmaster or by heading to the club’s official website at Chicago-Fire.com.

ABOUT THE QUAKER OATS COMPANY
The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world's largest consumer packaged goods companies. For more than 130 years, Quaker's brands have served as symbols of quality, great taste and nutrition. Holding No. 1 positions in their respective categories, Quaker Oats, Quaker Rice Cakes and Quaker Chewy Granola Bars are consumer favorites. For more information, please visit www.QuakerOats.com, www.Facebook.com/Quaker or follow us on Twitter @Quaker.

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

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