MUMBAI: Beverage conglomerate Pepsi and America's National Football League (NFL) have announced that they have reached an agreement in principle to extend through the 2011 season their strategic sponsorship that began in 2002.

The current agreement was set to expire after the 2006 season. In India NFL action airs on ESPN.

A company release states that Pepsi will continue to have rights to all NFL trademarks. They will include the use of the NFL shield logo, Super Bowl, Pro Bowl and collective use of the 32 NFL team marks for the Pepsi, Tropicana and Frito-Lay brands.

In addition Pepsi will become an advertiser on the NFL Network, increase media spending in NFL game telecasts and continue to activate and promote key NFL calendar events, such as NFL Kickoff and the Super Bowl. In addition Pepsi will also be involved with grassroots and demographic initiatives.

Pepsi CEO Steve Reinemund added, "We recognise the power of this long-term relationship with the NFL. Our partnership extension helps us to connect with the league's large and enthusiastic fan base - our consumers - to grow our portfolio of brands into the next decade."

The release adds that Pepsi leveraged the sponsorship extensively last season. It celebrated the launch of its Pepsi Vanilla brand as the title sponsor of NFL Kickoff Live 2003 in Washington DC. Pepsi also distributed more than 300 million special edition Super Bowl XXXVIII cans and was the presenting sponsor of the Pepsi Super Bowl XXXVIII concert series.