Jim Kelly, Rodney Peete, Nick Lachey and Others Join Tostitos for the Ultimate ‘Party with a Purpose’ to Benefit Big Brothers Big Sisters

December 12, 2011

Times Square Converted into Football Endzone as Fans Attempt to Set Guinness World Records® Title for Most Successful Field Goals; Kicks-Off Fundraising Blitz that Concludes on Jan. 1, 2012

PLANO, Texas - The Tostitos brand today announced plans to kick off the college football bowl game season by hosting one of the most exciting social occasions of 2011 – the “Tostitos Fiesta in the Square.”  This one-of-a-kind football-themed “party with a purpose” will benefit Big Brothers Big Sisters and take place in the heart of New York City from 1:30 p.m. to 7:30 p.m. ET on Dec. 16, 2011.  The celebration will convert the Times Square Military Island into a regulation-size college football endzone where fans will help the Tostitos brand set a new Guinness World Records® title for the most people to kick successful American football field goals in six hours. As part of the event, the Tostitos brand will donate $100,000 to Big Brothers Big Sisters. If a new Guinness World Records® title is set, the Tostitos brand will double that amount for a total donation of $200,000.

Highlights from the event will be shared during the nationwide broadcast of the Tostitos Fiesta Bowl on ESPN on Jan. 2, 2012. Tostitos, a flagship brand of PepsiCo’s Frito-Lay division, has sponsored the Fiesta Bowl for the past 17 years.
Former college and pro football greats, including Jim Kelly, Rodney Peete, Antonio Pierce, Martin and Bill Gramatica, and Eddie George, will be on hand to offer tips and coach fans as they take turns attempting successful field goal kicks. Joining the players will be multi-platinum recording artist, television personality and Big Brother Nick Lachey, who will serve as the official host for the Tostitos Fiesta in the Square, rallying fans throughout New York City and beyond to join the fun and contribute to the World-Record cause. Also in attendance will be “Bigs” and “Littles” from the Big Brothers Big Sisters of New York City who will join the celebration and have their shot at contributing to the potentially record-setting achievement.

“The Tostitos brand believes in being social and making any occasion a party, and this time we’re partying for a purpose by partnering with an organization that shares our passion for bringing people together,” said Justin Lambeth, vice president, marketing, Tostitos. “Through the Tostitos Fiesta in the Square, we are celebrating mentorship and showcasing the link between great social skills and successful mentoring relationships with the hope that many of the participants will be moved to get involved with Big Brother Big Sisters.”

During the Tostitos Fiesta in the Square, attendees can celebrate with one another, play interactive football-themed games together and enjoy Tostitos tortilla chips and other delicious snacks.  Fans across the country who are unable to join the party in Times Square can also be a part of the action and make donations to Big Brothers Big Sisters by visiting www.facebook.com/tostitos or www.bbbs.org/tostitos between Dec. 16, 2011 and Jan. 1, 2012. The Tostitos brand will match consumer donations made between Dec. 16, 2011 and Jan. 1, 2012, up to a maximum of $25,000.

The complete list of participating football greats includes:

• Jim Kelly – Inducted into the University of Miami Hall of Fame in 1992. Kelly led the Buffalo Bills to four consecutive Super Bowls from 1990-1993, and in his first year of eligibility (2002), was inducted into the Pro Football Hall of Fame.

• Rodney Peete – First player ever from University of Southern California to win the Johnny Unitas Award as the nation’s best senior quarterback. He played in the NFL for 16 years with six different teams.

• Antonio Pierce – As a standout linebacker, Pierce played college football for the University of Arizona. During his nine-year NFL career, Pierce played in 137 regular-season games and seven playoff games. In 2007, he led the New York Giants’ defense as part of an upset win over the undefeated New England Patriots in Super Bowl XLII. He currently serves as an analyst with ESPN.

• Eddie George – George was awarded a Heisman Trophy at Ohio State University in 1995 and was inducted into the College Football Hall of Fame in 2011. He played in the NFL for the Tennessee Titans and spent his final season with the Dallas Cowboys.

• Bill and Martin Gramatica – These two standout sibling kickers have been members of several NFL teams. Martin played at Kansas State, where he set the single-season school record with 135 points, earning him the nickname "Automatica." Bill played for Florida State University and the University of South Florida. During his NFL career, he made 37 of 48 field goal attempts and 60 of 61 extra point attempts.

The Tostitos brand has been a longtime supporter of college football, including 17 years as the title sponsor of the Tostitos Fiesta Bowl. The Tostitos Fiesta in the Square event builds upon a long-standing partnership between PepsiCo and its Frito-Lay division and Big Brothers Big Sisters. Since 2005, PepsiCo has contributed more than $500,000 to support Big Brothers Big Sisters by sponsoring dozens of local “Bowl for Kids’ Sake” fundraising events in Dallas and other cities across the country, including Chicago, Houston, Los Angeles and New York. 

“We are excited to build our relationship with PepsiCo and its Frito-Lay division through the Tostitos brand and this unique fundraising party in New York City,” said John Avondolio, Big Brothers Big Sisters Vice President of Marketing & Communications. “The Fiesta in Times Square event will be a fun and meaningful experience for our mentoring matches and families. It will also help to raise critical funds that support our programs and provide more children with long-term, quality mentoring relationships that help them achieve educational success, avoid risky behaviors and have greater confidence and improved relationships.”

About Tostitos
The Tostitos brand is one of the many brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. Learn more about Frito-Lay at the corporate Web site, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter at www.twitter.com/fritolay.

About PepsiCo
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, 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, including by conserving energy and water usage, 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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About Big Brothers Big Sisters
For more than 100 years, Big Brothers Big Sisters has operated under the belief that inherent in every child is the ability to succeed and thrive in life. As the nation’s largest donor and volunteer supported mentoring network, Big Brothers Big Sisters’ mission is to provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever.

Partnering with parents/guardians, school, corporations and others in the community, Big Brothers Big Sisters carefully pairs children (“Littles”) with screened volunteer mentors (“Bigs”) and monitors and supports them in one-to-one mentoring matches throughout their course. The organization holds itself accountable for children in the program to achieve measurable outcomes, such as higher aspirations; greater confidence and better relationships; educational success; and avoidance of delinquency and other risky behaviors. Most children served by Big Brothers Big Sisters are in single-parent and low-income families or households where a parent is incarcerated. Headquartered in Philadelphia with as network of about 360 agencies across the country, Big Brothers Big Sisters serves nearly 630,000 children, volunteer mentors and families. Learn how you can positively impact a child’s life, donate, or volunteer at BigBrothersBigSisters.org.