“Dynamics in the water category have changed with consumer tastes,” Rams CMO Bob Reif said. “You’ve got increased purchase without a lot of margins for big beverage companies, so they don’t give water much marketing support, which we will.”

The Rams have struck a licensing deal with AquaSky, the Chesterfield, MO water distributor to produce the team’s official bottled water this season. The product, titled “Thirst & Ten”, will debut in 16.9 ounce plastic bottles during the Rams game against the Seattle Seahawks on Sunday at the Edward Jones Dome. Each specially marked bottle will feature Rams colors, the team’s logo and the team URL.

Pepsi had renewed rights to soft drinks at the stadium, which they've held since 2007, but were unable to reach a deal that included water. It will still be featured prominently along the sidelines along with Gatorade as a major league sponsor. Though neither AquaSky or the Rams have fully discussed the deal, it is believed to be one of the first times an NFL team has picked up licensed intellectual property in the form of a beverage.

The water will sell for 50 cents less than the Pepsi backed Aquafina, but can only be sold within a 75-mile radius of St. Louis because it is a local deal. It will be available on shelves in Schnuck’s supermarkets and Mobil On the Run convenience stores.