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Pirates Announce Pepsi as Official Soft Drink

September 8, 2004 - American Hockey League (AHL)
Portland Pirates News Release


PORTLAND, ME – The Portland Pirates and the Cumberland County Civic Center announced today that Seltzer & Rydholm has been awarded exclusive soft drink pouring rights at the Cumberland County Civic Center and will continue its sponsorship of the Portland Pirates making Pepsi the "Official Soft Drink of the Portland Pirates".

The Cumberland County Civic Center has been hosting hockey events since it opened in 1977 as the home of the American Hockey League's Maine Mariners, a championship team that brought the Calder Cup to Portland in 1977-78, 1978-79, and in 1983-84. The Portland Pirates have continued this winning tradition by bringing the Calder Cup back to Portland again in 1994, as well as a conference title in 1996. In February 2003, the Portland Pirates and the Cumberland County Civic Center also hosted the AHL's All-Star Classic.

As part of a new six-year agreement, Pepsi products will be poured at all Portland Pirates games and all other events at the Cumberland County Civic Center. Pepsi signage and logos will be featured prominently throughout the arena, printed materials, and the Portland Pirates website (www.portlandpirates.com).

The Cumberland County Civic Center and Pepsi's relationship has spanned the past 27 years making it the longest relationship in the Civic Center's history.

"We are very pleased to join with the Portland Pirates in a terrific promotional partnership with Seltzer & Rydholm and Pepsi products. The Civic Center has had on ongoing relationship with Seltzer & Rydholm for the past twenty seven years and we are happy to renew a mutually beneficial promotional partnership for the next six years," said Cumberland County Civic Center General Manager Steve Crane.

As part of the deal with the Pirates, Pepsi will be known as the exclusive "Official Soft Drink of the Portland Pirates". Pepsi will be prominent on the Pirates dasher boards, radio ads, the Pirates pocket schedule, yearbook and game day programs and Pepsi products will be used exclusively in the Pirates' locker room, from soft drinks to sport towels. In addition to the Pepsi products, Pepsi will also sponsor the Pirates "Goals for Success" program.

"We are pleased to be adding Pepsi's powerful brand presence to the excitement of Portland Pirates hockey. Pepsi's products and promotional power are highly regarded. We are thrilled to continue our partnership on a long term basis," said Brian Petrovek, Pirates' Managing Owner/CEO.

Pepsi-Cola North America's carbonated soft drinks, including Pepsi, Diet Pepsi, Pepsi Twist, Mountain Dew, Mountain Dew Code Red, Sierra Mist, and Mug Root Beer, account for nearly one-third of total soft drink sales in the United States.

The Pirates home opener is scheduled for Saturday, October 16, 2004 at 7:05pm, Hockey Night in Portland, at the Cumberland County Civic Center.

For ticket information call 207-828-4665 ext. 350 or visit www.portlandpirates.com.

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