With the NFL lockout over, PepsiCo has inked a 10-year extension of its sponsorship deal that could be worth $2.3 billion through the 2022 playoffs. If so, it will be one of the biggest sports deals ever. The $100 million-per-year deal gives Pepsi, Gatorade, Frito-Lay, Tropicana and Quaker Oats "official marketing partner" status with the league, and, of course, Gatorade will be poured at will on football field sidelines. Motorola is the only other brand with sideline ubiquity.

Edun, Ali Hewson and Bono's fashion label is promoting men's wear with a digital-only advertising campaign featuring both well-known men who are "Edun Pioneers" and men doing charitable work or pioneering new ideas in areas like food or business. They include Marcus Samuelsson, the owner of the Red Rooster restaurant in Harlem, N.Y.; Sean Carasso, the founder of Falling Whistles, a nonprofit organization that promotes peace in the Congo; and Blake Mycoskie, the founder of TOMS shoes.

General Motors has put Bob Lutz, former head of product development on the company roster as a part-time special adviser. Lutz, 79, had been informally advising GM executives since his retirement in 2010. "I'll basically be doing formally what I did informally for the past 16 months -- general observation and advice to senior management ... whoever wants the view of a highly experienced outsider as an aid in arriving at what, in all cases, will be their judgment," said Lutz, a former GM chairman, who was also a former top gun at Chrysler. Said Jeremy Anwyl, CEO of …

Discounting and deals haven't spurred soup sales so Campbell Soup Co. is spending big on innovation and marketing as a way to jolt the market to life. The company said it will spent $100 million on marketing and innovation in fiscal year 2012. For the fiscal year ending July 31, Campbell sales across all of its businesses increased by 1%, while its U.S. simple meals sales fell by 6%. On the positive side, sales of products from its snacking and baking divisions are up 9% for the year and up 17% in the fourth quarter compared with a year …

Mandarin Oriental has new "fans." The campaign featuring celebrities who like the hotel now includes new ads featuring actor Kevin Spacey, French footwear designer Christian Louboutin and French actress Sophie Marceau as the new "fans" in the global print campaign.

The new ad for K-Y Intense, which broke on Labor Day, features two women talking about how they've managed to stay together for so long. One woman shows a package of K-Y Intense, to the chagrin of the other woman. The ad got 100,000 hits on YouTube before it broke on television. It includes a link to the product page dangling a $5 off coupon.

American Airlines issued a statement disagreeing with a StellaService survey that put AA hold times in last place during Hurricane Irene. During the eight calls placed by the survey team, the average hold time they experienced was 1 hour and 32 minutes, while American Airlines says its internal metrics showed an average hold time of 21 minutes. Said the company, "We disagree with the findings of the study. We believe it is highly inaccurate and based on an insufficient sample size -- eight calls and 12 tweets on average -- that skewed results and does not represent reality."

Telcomms probably line their service-department walls with inspirational posters that say things like "People Still Matter." Well, maybe they do. After trying several times to get through to customer service to get her bill adjusted, an AT&T customer was finally connected to the right department. Nobody was paying attention to her, but she did hear personal conversations in the background. She then asked loudly through the receiver "Does anyone at AT&T care about the customer?" The response was "**** you," a laugh, and someone saying, "She can call all she wants, she'll never get through." "I stayed on the line …

The companies that had expressed interest in giving a pecuniary blood transfusion to the moribund Swedish automaker Saab are getting needle shy. Pang Da Automobile Trade Co and Zhejiang Youngman Lotus Automobile Co have not submitted an application to the Chinese government. The two companies had said they would pay the equivalent of $352 million for a combined 53.9% of what is now called Swedish Automobile NV. Pang Qinghua, chairman of Pang Da, told Shanghai Daily that it has not submitted the application to the National Development and Reform Commission, China's top economic planning body. He did not give …

Apple has made another move in the post-Steve Jobs succession plan. Eddy Cue, head of Apple's Internet divisions and the force behind iTunes Store and iAd, will now report directly to CEO Tim Cook as SVP for Internet software and services, according to an internal memo. Cue will continue to run Apple's online stores as well as Internet services like iCloud and iAd.