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

UEFA and PepsiCo

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.

Sport and Recreation Events Funding Program a key investment in Western Australia

Western Australia events are receiving significant support through the Sport and Recreation Events Funding Program 2023-24.

The WA State Government has invested over $630,000 to a host of sporting bodies across a vast number of codes.

The objectives of the program are to:

  • build capacity and capability of the sport and recreation workforce and volunteers to plan, secure and/or deliver quality sport and active recreation events
  • provide opportunities for talented WA athletes, coaches and officials to participate at a national and/or international level in their home environment
  • provide opportunities for the public to participate in sport and/or active recreation events
  • provide opportunities for regional Western Australians to experience and conduct major sporting events and sport development initiatives in a regional location.

The program comprises three categories:

  • event projects (up to $15,000)
  • event hosting (up to $50,000)
  • the Country Sport Enrichment Scheme (up to $30,000).

In Round 1 of the Sport and Recreation Events Funding Program 2023-24, one of the successful applicants was Football West, who ran 2024 Goldfields Regional Festival of Football – a seven-day community engagement event that improved football capacity in the wider Goldfields area. After receiving $24,200, Football West’s main goal is to increase participation in the region.

There is still time to apply for the next round of funding, which closes 5:00pm on February 26, 2024.

For full information and eligibility to apply, you can find it here.

WSL eyeing enormous 150% increase to broadcast rights deal

In a historic first for football in the UK, every single Women’s Super League match is set to be broadcasted live from next season across multiple channels.

The WSL tender document issued to broadcasters this month features all 132 league games, with 56 to be sold exclusively and the remaining 76 available on a non-exclusive basis.

Under the terms of the existing deal that expires at the end of the current season, Sky broadcast 35 matches-a-season and the BBC 22, with the rest streamed for free on the FA’s website.

The tender document is asking for a huge £20 million ($38.48 million) a year TV deal and this 150% increase to the value of its broadcasting deal is far from surprising following the explosion of the women’s game. This figure is set to be confirmed as soon as they can find the right suitors.

In an attempt to gain an increase from the existing £7.75 million ($14.91 million) a year deal, the WSL have responded by making every match available for broadcast, which the league hoped would attract bids from beyond current rights holders Sky Sports and the BBC, It looks to be working.

Sky Sports and the BBC are set to bid again on the rights and extend the current partnership whilst it is said that this potential deal is also attracting networks like TNT Sports and DAZN.

The Premier League and EFL have stood firm on the UEFA blackout that suggests all 3pm Saturday matches are not shown on TV, to encourage locals to attend matches in person. This means the WSL will have to work around it and it is likely that Saturday lunchtime and Sunday afternoons remain as the most common kick-off times.

There is little the WSL are having to do to persuade broadcasters into putting their hands up for these rights, which is a testament to the sport’s current growth and upward trajectory it is trending towards.

FA Director of Women’s football, Kelly Simmons, explained how important it was to secure this monumental broadcast deal.

“While we’ve been developing this it’s been so hard to sit on it because it’s so exciting for the women’s game. It is transformational,” Simmons said in an interview with Guardian Sport.

“When I first came into this role, we said that we really thought women’s football could really break into the mainstream and this is mainstream, this is prime slots on television, big audiences, week in week out.”

This deal in particular launches women’s football into the mainstream and helps improve the quality of the product which goes a long way to opening the eyes of a huge audience to its impact as a sport and socially.

Most Popular Topics

Editor Picks

Send this to a friend