The Steelers are really protective of their brand, even more so than Rowling/Warner. I would imagine there's either a strong business partnership involved here or various guarantees and protections whereby the Steelers have control over what is occurring. This is kind of a landmark & unique amusement park/theme park arrangement. I have to give them credit for this. Pure genius marketing for this area of the country. There's no IP that could work better in this case....I'm definitely renewing my AP next year. I'm actually even more enthused for the Steeler Experience area than the coaster, and that coaster is definitely going to be something special....Damn, 9 Inversions. I'll have motion sickness for a week.