December 1 – UEFA have resigned PepsiCo for a further three-year Champions League term for the 2021–24 cycle.
PepsiCo have been a Champions League partner since 2015 and join Heineken and Mastercard in renewing for 2021 to 2024 rights cycle.
The agreement also includes sponsorship rights for the UEFA Super Cup in 2021, 2022 and 2023.
UEFA marketing director Guy-Laurent Epstein, said: “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.”
Under the new deal the two partners say they will work on delivering “increasingly sustainable events, reducing plastic waste and recycling. Advancing equality and improving the lives of others also remains an important goal of the partnership.”
Previous PepsiCo activation and support has seen the company’s Lay’s brand support the construction of football pitches at the Za’atari and Azraq refugee camps in Jordan, in conjunction with the UEFA Foundation for Children.
PepsiCo will continue with the Champions League Final Opening Ceremony (presented by Pepsi) that brings high-profile artists on stage minutes before the start of final.
In August, PepsiCo deepened its UEFA relations with a “multi-year partnership” with UEFA Women’s Football that included becoming a main partner of the Women’s Champions League and Women’s EURO.
“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 programmes, from iconic pack solutions and point of sale activations to engaging marketing campaigns with some of football’s best athletes supporting our brands.”
No value was given for the renewal.
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