UEFA to hit milestone with PepsiCo in Champions league 2024-27 cycle

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UEFA and PepsiCo
Image credit: UEFA

UEFA has announced that PepsiCo will be the first UEFA Champions League partner of the new three-year cycle, renewing with the competition for the 2024–27 cycle.

PepsiCo with this extension will also reach past the 10-year milestone with UEFA as they have been a competition sponsor since 2015 as well as a global sponsor of UEFA Women’s Football.

PepsiCo is one of the biggest global food, snack and beverage corporations in the world. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

The partnership in this three-year cycle aims to enhance fan experience and engagement, promote sustainability initiatives, and have a positive societal impact.

Fan experience and engagement will be improved through a scaled up version of The Kick Off Show by Pepsi which occurs moments before the UEFA Champions League Final is kicked off.  The objective is to have a global entertainment impact like the NFL Super Bowl with household superstar names headlining the event. Engagement will be utilised by PepsiCo and UEFA to provide a unique digital experience to fans based on their specific preferences and behaviours.

Sustainability has been a big focus from UEFA in recent years and new initiatives with this deal will help them achieve their goals.  These initiatives will pave the way on the “road to zero” to significantly reduce single-use plastic, with the aim of expanding this approach further within European football in the coming years.

This extension will also have a positive societal impact, as PepsiCo plans to invest $1 million in projects supported by the UEFA Foundation for Children.

UEFA marketing director Guy-Laurent Epstein was extremely pleased to continue their journey with PepsiCo.

“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,” he claimed in a press release.

Adam Warner, Head of Global Sports and Partnerships at PepsiCo, shared the same positive sentiment.

“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,” he continued in a press release.

“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 planet on and off the pitch.”

The partnership has big aspirations to make an environmental and societal change that will benefit communities outside of Football which is a positive move. PepsiCo’s market value partnered with the power UEFA has in the world’s biggest sport makes it potentially an extremely impactful cooperation over the next few years.

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AFC anti-doping webinar aims to modernise practices

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Image Credit: Asian Football Confederation Website

The Asian Football Confederation (AFC) wrapped up the AFC Member Association Anti-Doping Programme webinar on Monday, highlighting the confederation’s desire to strengthen the honour and fairness of football in Asia.

With 40 Member Associations (MAs) present, the AFC’s webinar was designed to educate MAs on the recently implemented AFC Anti-Doping Activities and Monitoring System, a broad sweeping process aiming to standardise anti-doping practices across the confederation.

Designed to modernise Asian anti-doping practices, the AFC Anti-Doping Activities and Monitoring System is helping to transition MAs from paper-based data collection to digital alternatives. Through this, MAs will be able to observe and record doping activities far easier and will be in compliance with the AFC Anti-Doping Regulations and World Anti-Doping Code.

The AFC Anti-Doping Activities and Monitoring System also includes a number of tools to help boost MAs anti-doping effectivity, such as real-time data submission and secure access controls. Additionally, the system includes provisions to conducting educational programs, recording anti-doping violations, and programme testing.

Saudi Arabian Football Federation Medical Committee Member, Dr. Khalid Awad, outlined the importance of the anti-doping webinar.

“It was a pleasure to be part of the discussions and to learn more about this new system. I feel it has great potential to strengthen collaboration among MAs,” he said in a press release.

“We can use the platform not only to safeguard the integrity of our sport but also to develop more ways to educate ourselves and help our athletes perform at their highest levels.”

Pakistan Football Federation Chief Medical Officer, Dr. Muhd Azam Khan expressed his satisfaction for the AFC’s commitment to modernising anti-doping practices in Asia.

“This is an excellent step by the AFC to digitise records. It will serve as a stimulus for the growth and development of MAs,” he said via press release.

“Additionally, I am confident it will motivate us to organise more capacity-building initiatives in our respective federations.”

The webinar also allowed the AFC and MAs to share the discoveries of a recent AFC survey, which aimed to discover the unique problems each MA has in regard to doping in football.

Nine eyes Optus Sport as Stan Sport expansion opportunity

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Image credit: Optus Sport website

Nine Entertainment is reportedly in discussions to acquire Optus’ sports streaming service, Optus Sport, as part of plans to strengthen its own Stan Sports platform.

This would include handing over the rights to the Premier League, which has been the main selling sport in Optus’ sports streaming subsidiary.

According to the Australian Financial Review (AFR), Nine initiated talks in December, while Optus has been seeking buyers for the service since late 2023.

Optus Shifts Focus Back to Core Business

Optus initially launched its sports streaming service to diversify revenue streams and complement its telecommunications offerings. However, the company has decided to refocus on its core operations and move away from content-based ventures.

In recent years, Optus Sport has opted not to renew broadcast rights for major competitions such as La Liga and the UEFA Champions League, reflecting a strategic shift towards cost-cutting and prioritising its core telecommunications business.

Additionally, the service has seen its subscription price increase from $14.99 to $24.99 over the past two years. Optus also introduced charges for its customers, who previously enjoyed complimentary access to the platform, further signalling its move away from subsidised content offerings.

Nine’s Strategy to Stay Competitive

Acquiring Optus Sport would enable Nine to secure key sports rights, including the English Premier League and FA Cup, while expanding its subscriber base.

This move comes as the Australian streaming landscape becomes increasingly competitive, with international player DAZN poised to enter the market.

DAZN, which recently acquired Foxtel in a AU$3.5 billion deal, is expected to make a significant impact when it launches locally later this year.

Stan Sports: Building a Robust Portfolio

Stan Sports currently holds the rights to premium events such as the Olympic Games, UEFA Champions League, and several rugby union and tennis properties.

Adding Optus Sport’s rights would bolster its offerings and help Nine contend with rivals like Paramount+, BeIN Sports, Amazon Prime, and free-to-air broadcasters.

Consolidation on the Horizon

Australia’s crowded sports media market is ripe for consolidation, with multiple players vying for lucrative rights deals.

Free-to-air broadcasters have maintained a strong foothold, supported by Australia’s anti-siphoning laws, which ensure key events remain available outside paywalls.

Conclusion

While Nine has declined to comment on the AFR report, Optus noted it routinely reviews its businesses to ensure they deliver value.

As the market evolves, this potential acquisition could be pivotal in shaping the future of Australian football broadcasting.

As it stands, the average Australian consumer requires at least four subscriptions to watch every European competition and each of the Top 5 leagues which remains a frustrating solution to legal broadcasts in the country.

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