UEFA renews PepsiCo partnership for women’s football

The Union of European Football Associations (UEFA), Europe’s football-governing body, has renewed its partnership with PepsiCo, whose brands Pepsi, Lay’s, and Gatorade will thus continue sponsoring UEFA Women’s Football until 2030.

The renewal will come into effect with the 2025/26 UEFA Women’s Champions League season and run until the 2029/30 season, including coverage of UEFA Women’s EURO 2029. 

During this time, PepsiCo will work on several fan engagement projects and unique experiences, with in-stadium branding, activations, and live performances also part of the agreement.

Additionally, the two parties will work on exclusive digital content and in-stadium experiences. PepsiCo will also continue supporting UEFA’s referee programme. 

PepsiCo will also serve as a sponsor of the U19 and U17 European Women’s Championships, the European Women’s Futsal Championship, and the “Together #WePlayStrong” programme, which works towards encouraging more girls and women to take up the game. 

Regarding the partnership extension with PepsiCo, Guy-Laurent Epstein, Marketing Director, UEFA, said:

“As women’s football continues to reach new heights, we’re delighted to extend our fruitful partnership with PepsiCo and its iconic brands, Lay’s and Gatorade. PepsiCo’s longstanding commitment to growing the game aligns seamlessly with UEFA’s new Women’s Football Strategy — driving investment, visibility and growth at all levels of the football pyramid. Together, we will continue to elevate the women’s game, inspiring the next generation of players and fans alike.“

Adam Warner, Vice President Global Sports & Entertainment Partnerships at PepsiCo, added:

“For over 50 years, football culture has been in our DNA, championing players and fans alike through partnerships, campaigns, and communities that celebrate the spirit of the game. Football is a global passion, and PepsiCo is uniquely positioned to continue creating unexpected moments that inspire fans and drive commercial success. Extending our partnership with UEFA Women’s Football harnesses the power, resources, and scale of three iconic brands to further elevate the sport. This renewal, alongside the prestige of the UEFA Women’s Champions League, will expand the reach and impact of the game, driving its continued growth on the world stage.“