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.