October 8 – Wembley Stadium has agreed a new multi-year partnership with PepsiCo that will see the global drinks and snacks company become the venue’s Official Carbonated Soft Drinks and Crisps Partner until 2030.
The deal, which marks PepsiCo’s first partnership with a UK national stadium, will bring its collection of brands, including Pepsi MAX, Walkers, Doritos and Cheetos, to events across Wembley’s increasingly packed calendar of three lions, music events and the odd boxing or NFL switch up.
A mix of regular and sugar-free options will be available throughout the stadium, aligning with both parties’ commitment to offering healthier choices and reducing sugar consumption – something which has stirred debate in UK media since Prime Minister Keir Starmer ratcheted up his war on sugar last week.
The partnership fits neatly within Wembley’s broader ambition to work with global partners, whilst also strengthening PepsiCo in its UK presence and builds its storied history of sports and entertainment partnerships around the world.
Mark Lynch, Stadium Director, said: “This is another exciting announcement for Wembley Stadium, which demonstrates our commitment to elevating fans experience throughout the stadium. More choice, more quality and more fan favourite products.
“The Pepsi brand is recognised throughout the world and has a long-standing heritage in sport and entertainment. It makes them the perfect fit for Wembley Stadium.
“We look forward to working together and developing new activations that our guests can look forward to enjoying in the years ahead.”
Contact the writer of this story, Harry Ewing, at [email protected]