June 22 – PepsiCo has renewed its UEFA Champions League partnership for the 2024–27 cycle the first partner to do so the next three-year cycle.
A sponsor since 2015, as well as a global sponsor of UEFA Women’s Football, PepsiCo is adding a $1 million investment in projects supported by the UEFA Foundation for Children.
Sustainability its also at the heart of the new deal with PepsiCo saying it will contribute environmental sustainability initiatives, including efforts to significantly reduce the use of single-use plastic packaging as part of the ‘Road to Zero’ initiative.
“Together, we will continue improving the fan experience in innovative ways and positively impact communities through the power of football around the world,” said UEFA marketing director Guy-Laurent Epstein.
PepsiCo said it is looking to help expand the reach of the UEFA Champions League globally and will double up activations in the US and the Middle East.
Pepsi has the naming rights sponsor to the UCL kick off show – The Kick Off Show by Pepsi – that brings live acts to the final and which began in 2016. UEFA said the show in future “will be scaled up”.
Adam Warner, Head of Global Sports and Partnerships at PepsiCo. “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 Gatorade brand will ‘fuel’ teams, coaches and referees with hydration products and equipment as well as give access to the Gatorade Sports Science Institute (GSSI) to help players maximise their performance.
Lay’s RePlay – a joint initiative with the UEFA Foundation for Children – gives communities access to pitches made from recycled Lay’s potato chip bags. The scheme will be continued under the deal with a further seven football pitches unveiled in South Africa, Brazil, the UK, the US, Italy, Egypt and Mexico and a further four pitches in planning stages. Lay’s RePlay will span 10 countries with 11 pitches.
Digital and data fan engagement will be a key part of promotion. “PepsiCo and the UEFA Champions League will utilise each other’s database of fans to deliver bespoke experiences based on their unique preferences and behaviours across multiple digital touchpoints in order to take digital and data engagement to the next level and continue to capture new growth channels,” said UEFA.
No value was given for the deal.
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