PepsiCo has announced the extension of its partnership with the UEFA Champions League for the 2021/22 – 2023/24 seasons.
The extension follows PepsiCo’s recent announcement of its multi-year premier partnership with UEFA Women’s football through 2025.
SodaStream will join the brand line-up for UEFA Champions League activation, alongside the Pepsi trademark – including Pepsi MAX, Lays and Gatorade. Doritos, Ruffles, Lipton and 7UP will also be supported.
“Since becoming a sponsor in 2015, the PepsiCo and UEFA partnership has become stronger and more exciting each year,” said Ram Krishnan, PepsiCo’s Global Chief Commercial Officer.
“Today, it is the largest global platform we activate against, with more than 100 of our markets eagerly participating each season with best-in-class commercial programs, from iconic pack solutions and point of sale activations to engaging marketing campaigns with some of football’s best athletes supporting our brands.”
“This year’s addition of SodaStream presents an opportunity to share our efforts in creating a portfolio of options that go beyond the bottle and meet consumers’ individual preferences on an influential world stage.”
Focus
The partnership includes a focus to advance equality and environmental causes, working together to deliver increasingly sustainable events and to make plastic waste reduction and recycling a key priority.
Additionally, following an impactful program that provided football facilities for refugees in Jordan, PepsiCo and the UEFA Foundation for Children will continue to collaborate on programmes that harness the unifying power of football for communities in need.
“Since 2015, PepsiCo has become an integral part of UEFA’s Champions League portfolio and we are delighted to welcome them on board for another three-year cycle,” added Guy-Laurent Epstein, UEFA Marketing Director.
“PepsiCo is a trusted, innovative and influential partner and we are looking to draw on this energy and experience in order to work together to develop a wide range of activations which will benefit football fans across the globe in the coming years.”
A hallmark of the partnership, PepsiCo and UEFA have pledged ongoing and increased support for the UEFA Champions League Final Opening Ceremony presented by Pepsi.
Since its inauguration in 2016, Pepsi has brought epic live music performance to one of the largest annual sporting events, providing unprecedented fan entertainment to each Final, and syncing neatly with a similar sponsorship of the SuperBowl Half Time Show in the United States.
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