March 30 – The English Football Association has signed a new four-year deal with Pepsi MAX, with the beverage giant coming on board as the official soft drinks partner of both England’s men’s and women’s senior teams.
The agreement lands ahead of a busy summer for the men’s side and is positioned as a broad fan engagement play, spanning matchdays, digital content and activations around both national teams.
Pepsi MAX will become a founding partner of a new FA initiative aimed at supporting the women’s pathway, with a focus on developing emerging talent and strengthening the long-term pipeline for the Lionesses.
FA commercial director James Gray said: “We’re incredibly excited to partner with Pepsi Max, a brand that truly understands fan culture and shares our ambition to elevate the experience around the game far beyond the 90 minutes.
“From backing our senior national teams to investing in the future of the England pathway, this is a partnership built for impact and together we can deliver bold, innovative moments that bring fans closer to England teams, on matchdays and well beyond.”
PepsiCo has a long-running association with football. UEFA is set to renew PepsiCo as its global soft drinks partner for its men’s club competitions with a six-year deal running from 2027 to 2033. PepsiCo has been a UEFA Champions League sponsor since 2015 and last renewed its partnership in June 2023 for the three-year 2024–27 cycle, the first partner to do so. In 2023 PepsiCo also added a $1 million investment in projects supported by the UEFA Foundation for Children.
Last April, PepsiCo, who have been a supporter of UEFA Women’s Football since 2019, renewed their sponsorship until 2030.
The company already has a partnership with Wembley Stadium.
“Football has always been at the heart of Pepsi MAX,” said Natalia Filippociants, general manager for International Beverages at PepsiCo. “Partnering with England ahead of a major summer tournament makes this even more special. We’re excited to play our part in the journey – supporting the team and celebrating the fans who will be behind them every step of the way.”
The launch has been backed by a social campaign featuring Lauren James and Elliot Anderson, filmed at St George’s Park, with further activations planned across digital platforms and in-stadium environments.
No term or value was given for the England deal.
Contact the writer of this story, Harry Ewing, at [email protected]