The Pittsburgh Steelers have secured another new sponsor, with the Tasty Baking Company signing a multi-year partnership with the NFL franchise.

The company's Tastykake brand will be advertised across a range of media. Collectible Pittsburgh Steelers tins filled with various Tastykake products will also be sold.

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"Our sponsorship of the Pittsburgh Steelers further extends the Tastykake tradition of reaching our devoted consumers through breakthrough marketing initiatives," said Jon Silvon, director of marketing for Tasty Baking Company, to Sponsorship News. "Together we share a commitment to excellence that our fans have come to expect. Tastykake is proud to sponsor the Pittsburgh Steelers, especially as we appreciate, enjoy and share terrific loyalty from fans.

"Tastykake looks forward to working with the well-regarded Steelers organisation in developing consumer and community marketing programs that are viewed by our consumers as novel and exciting."

Tasty Baking Company currently has agreements in place with the Philadelphia Phillies, Philadelphia Eagles and Philadelphia Flyers.