February 6 – PepsiCo have renewed their sponsorship of the UEFA Champions League for a second three-year cycle taking them from the start of the 2018/19 until 2021. The deal also includes sponsorship of the UEFA Super Cup in 2018, 2019 and 2020.
Under the terms of the old agreement, PepsiCo’s flagship brands Lays/Walkers, Gatorade and Pepsi Max served as lead brands for Europe’s top professional club soccer tournament with Doritos, Lipton and 7UP brands also being integrated into the sponsorship programme.
The current PepsiCo campaign has also extended beyond the core Champions League marketing programme and in September 2017, Lay’s partnered with the UEFA Foundation for Children to build an artificial football pitch at the Za’atari refugee camp in northern Jordan.
Guy-Laurent Epstein, UEFA Events SA Marketing Director, said: “Since joining the UEFA Champions League partner family in 2015, PepsiCo and its brands have promoted the competition globally and we are pleased to continue our strong relationship into the 2018-21 cycle. From innovative digital activations, to on-pack promotions in over 100 markets, PepsiCo is the perfect partner for UEFA as we continue to build interest and awareness of the UEFA Champions League around the world. The UEFA Champions League Final Opening Ceremony presented by Pepsi has brought new audiences to the competition and we look forward to another exciting show in Kyiv.”
PepsiCo are the third sponsor to extend for the 2018-21 cycle alongside Heineken and Nissan. Santander will be joining the sponsor roster as a new partner. UEFA’s club competition sales are handled exclusively by TEAM Marketing.
Ramon Laguarta, PepsiCo Global President, said: “Over the past three years this has been a powerful, exciting platform, and we remain committed to bringing the best of football to millions of fans across the world.”
No value was given for the deal.
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