PepsiCo and EA Sports FC join forces on global deal

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EA Sports FC
Image via EA Sports

Leading food and beverage companies Pepsi, Gatorade, and Lay’s will work with EA Sports as part of a strategic partnership to deliver entertainment experiences centred around the new EA Sports FC game.

PepsiCo will advocate and support EA Sports FC through this collaboration, which results from a shared desire to influence the future of football fandom. The strategic partnership will enable both parties to work together to develop video games that delight today’s football fans. It also allows PepsiCo to build on its long history in the football entertainment industry and further its overarching business strategy to create fun fan experiences that combine gaming, music, and football.

Global ambassadors from PepsiCo’s talented football roster, including Leah Williamson (England and Arsenal) and Vini Jr (Brazil and Real Madrid), will appear in upcoming activations, such as entertainment crossovers, in-game integrations, and on-pack promotions that will give fans access to privileged experiences and essential in-game rewards. Additionally, the collaboration on current PepsiCo efforts, which promote football participation and gender equality in the game, will be facilitated by the alliance.

EA Sports FC is one of the most popular game franchises in the world, which was recently tied with FIFA before dropping the partnership.

Through PepsiCo, EA Sports will continue to bring unmatched experiences for gamers.

Head of Global Sports and Partnerships at PepsiCo, Adam Warner stated via press release:

“EA SPORTS is an iconic brand in the realm of football and has revolutionized 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.”

Vice President of Brand at EA Sports FC, David Jackson added via press release:

“For years, PepsiCo’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.”

The EAFC game will release and be available to play from September 29.

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Mbappé move from Nike to On signals new battle for Football’s sponsorship market

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Kylian Mbappe UEFA Euro 2024 Qualifier
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Kylian Mbappé’s decision to leave Nike after almost 20 years has opened a new chapter in the commercial battle for football’s biggest names. The Real Madrid and France star has joined Swiss sportswear brand On, a significant boon for the company on entry into the football market.

Mbappé’s departure is a significant commercial loss for Nike. The forward joined the company as a nine-year-old and grew into one of its leading football figures. His loss compounds the recent transition of Spanish star Lamine Yamal to long-time rival Adidas.

On built its reputation in running, before expanding into tennis via Roger Federer. It will now use Mbappé’s experience as it develops football products, with its first boots expected to become widely available in the near future. Former France star Thierry Henry has also joined On as its football director and is a shareholder.

On has confirmed that Mbappé’s agreement includes both cash and equity, although the financial details have not been released, gives the partnership a deeper commercial connection than a traditional endorsement deal. Nike still holds significant football contracts, including long-term partnership with numerous national teams.

However, Mbappé’s move gives On an opportunity to challenge the established order, including Nike, Adidas, Puma and other emerging competitors. But will they turn this prized signature into lasting football credibility? To do so, the brand must now deliver products that can compete on performance, design and price.

Mbappé’s switch is therefore more than a sponsorship change. It signals an increasingly competitive fight for football’s most influential athletes and the billions of fans who follow them.

SBS expands Australian Championship broadcast coverage for 2026

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Image Credits: Football Australia

The Australian Championship will enter its second season with an expanded broadcast partnership between Football Australia and SBS. The 2026 competition will feature two live SBS broadcasts in every round, marking an increase from the tournament’s debut season.

Thursday night football will form a key part of the new broadcast schedule. The opening match will see Preston Lions face Wollongong Wolves on October 15th, with the game broadcast live on SBS2 and SBS On Demand. Saturday football will also remain part of the free-to-air schedule; first up, Sutherland Sharks’ clash with South Melbourne on October 17th will be shown live on SBS and SBS On Demand.

The expanded agreement gives the competition a greater presence across SBS’s linear channels while retaining its full streaming coverage, with every match across the 2026 Australian Championship available live on SBS On Demand. The platform also provides full replays and highlights for viewers to access at their discretion.

In addition to SBS’ coverage, Football Australia will also stream the competition via YouTube.

The Australian Championship consists of a six-round group stage, finals beginning at quarter-finals from November 26, and a Grand Final scheduled currently between December 10-12.

It features 16 clubs from seven states and territories. The broadcast schedule places several historic fixtures in front of a national audience: South Melbourne will meet Sydney United 58 in a repeat of the 1999 NSL Grand Final, and Sydney Olympic and Marconi Stallions will also renew a rivalry that includes NSL Grand Final meetings in 1989 and 1990.

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