This announcement ends a positive three-year relationship between the two organizations.
The Seattle Seahawks and Jones Soda Co., today announced the two companies have opted not to continue their sponsorship relationship, which enabled Jones Soda to exclusively provide carbonated beverages at Qwest Field. This announcement ends a positive three-year relationship between the two organizations.
“The Seahawks partnership was great for Jones Soda providing brand awareness, retail activation and involvement with one of the elite NFL franchises,” said William Meissner, Chief Executive Officer of Jones Soda. “Collectively, the team at Jones are huge fans of our hometown Hawks, and are excited for the new coaching regime!”
For Jones Soda, the company will return its attention to grassroots marketing initiatives that focus on a nationwide audience, including samplings and events all throughout the country.
“We achieved everything and more than we originally set out to do with Qwest Field and the Seahawks organization,” said Meissner. “The return of our focus on Jones core 12-ounce flavors in glass bottles and our need to support our efforts in markets from coast to coast created a shift in our marketing mix. We made a strategic decision that enables us to redeploy our remaining sponsorship dollars under this arrangement to focus on other initiatives that support our core business, and leaves the Seattle Seahawks in a good position to move forward with another carbonated beverage provider.”
“We couldn’t be more proud of our partnership with Jones Soda, and will continue to cheer them on in the future”, said Vulcan Sports & Entertainment CEO Tod Leiweke. “From day one Jones joined us in focusing our efforts on enhancing the fan experience at Qwest Field while also activating our partnership to the fullest extent possible to deliver value to consumers at retail.”