PepsiCo has announced a three-year extension of its partnership with the Union of European Football Associations (UEFA), which will see PepsiCo continue on as a UEFA partner till 2027.
PepsiCo becomes the first UEFA Champions League (UCL) sponsor to renew its partnership for the next commercial cycle, which starts from the 2024/25 season and runs till the 2026/27 season. PepsiCo has been a top-tier UCL sponsor since 2015.
PepsiCo aims to grow the UCL’s reach by “doubling up activations in the US – the fastest growing football market – and the Middle East”. The main goal of the partnership extension is to “help expand the reach of the world’s most-watched sports competition [and] drive next-gen fan engagement”.
The renewal agreement also aligns with PepsiCo’s commitment towards leading societal and environmental impact, with an investment of US$1 million reportedly made to the UEFA Foundation for Children.
PepsiCo and UEFA will also work on various fan-engagement activities and continue to collaborate on the Kick Off Show by Pepsi, which is an entertainment show that started in 2016 and takes place before the Champions League final every year.
Adam Warner, Head of Global Sports and Partnerships at PepsiCo, commented:
“PepsiCo has a storied history with the world’s most beautiful game, and we’re delighted to renew our partnership with the UEFA Champions League to expand the reach and impact of football worldwide. For the past eight years, our global markets have delivered best-in-class activations, harnessing the combined power of the UEFA Champions League and PepsiCo iconic food and beverage brands. With the extension of our sponsorship, we will continue leveraging our portfolio to drive positive change to people and the planet on and off the pitch.“
Guy-Laurent Epstein, Marketing Director, UEFA, said:
“We are delighted to continue partnering with PepsiCo and their iconic brands for the next three-year cycle. Together, we will continue improving the fan experience in innovative ways and positively impact communities through the power of football around the world.“
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