July 12 – EA Sports FC, the rebranded FIFA-franchised video game but without FIFA, has moved into the game sponsorship area with a multi-year global deal with PepsiCo for three of its flagship brands – Pepsi, Gatorade, and Lay’s.
It is a significant move as it builds out a revenue stream and potential for an enhanced engagement platform that was closed under the FIFA agreement – where EA Sports took FIFA partners as part of the license.
PepsiCo is already a sponsor of UEFA’s club and national team competitions while EA Sports has a licensing deal with UEFA for its marks. Pepsi’s big rival Coca-Cola is a FIFA global sponsor.
The rapid advances EA Sports and its new FC brand are making across the football and video gaming eco-systems will hurt FIFA’s ambition in the area. EA Sports has licensed key confederation competitions, leagues and clubs while FIFA has been unable to launch the promised rival that it said would be bigger and better than the EA Sports product when the negotiations between the two broke down over FIFA’s license fee demands.
PepsiCo said the new EA Sports deal would develop its “rich heritage within the football entertainment space” and “reach new audiences and elevate their connections to the sport.”
Adam Warner, Head of Global Sports and Partnerships at PepsiCo, said: “EA SPORTS is an iconic brand in the realm of football and has revolutionized fan engagement. With PepsiCo’s history and extensive involvement in football and entertainment, our brands are uniquely positioned to push the boundaries of football fandom. This partnership enables us to reach football fans and communities worldwide, and to provide them with experiences that elevate their connection to the beautiful game.”
The emphasis from a marketing perspective is using football’s associated branding in the video game to drive deeper into fan engagement with new experiences and integrated, or at least linked, campaign and platforms.
PepsiCo said the new deal works within its overarching business strategy to “deliver engaging fan experiences and activities that unite the realms of football, music, and gaming”. The new deal will also support other PepsiCo initiatives including increasing participation and gender equality within the sport.
David Jackson, Vice President of Brand at EA Sports FC, said: “For years, PepsiCo’s brands have been delivering memorable moments for football fans, and we’re energised to incorporate that rich heritage into our own experiences as we set forth on this remarkable journey with EA SPORTS FC. We’re proud to partner with PepsiCo to create more unmissable experiences that will undoubtedly captivate fans of the World’s Game.”
No value was given for the agreement.
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