PepsiCo inks deal with EA Sports

PepsiCo has signed a new multi-year global partnership agreement with video game developer EA Sports.

As per the deal, PepsiCo’s three flagship brands — Pepsi, Gatorade and Lay’s — will be joining as the food and beverage partners for the upcoming EA Sports FC football game, which is a complete rebrand of the FIFA series. The partnership will see the two parties work together to “deliver gaming experiences that create moments of joy for modern football fans”.

Pepsi global ambassadors Vinicius Jr and Leah Williams will star in advertising campaigns and other promotional material, including entertainment crossovers, in-game integrations and on-pack promotions.

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Adam Warner, Head of Global Sports and Partnerships at PepsiCo, commented:

“EA SPORTS is an iconic brand in the realm of football and has revolutionised fan engagement. With PepsiCo’s history and extensive involvement in football and entertainment, our brands are uniquely positioned to push the boundaries of football fandom. This partnership enables us to reach football fans and communities worldwide, and to provide them with experiences that elevate their connection to the beautiful game.“

David Jackson, Vice President of Brand, EA Sports FC, said:

“For years, Pepsi’s brands have been delivering memorable moments for football fans, and we’re energised to incorporate that rich heritage into our own experiences as we set forth on this remarkable journey with EA SPORTS FC. 

“We’re proud to partner with PepsiCo to create more unmissable experiences that will undoubtedly captivate fans of the World’s Game.“