Modern Marketing

Pepsi partners with Copa90 and Bleacher Report for Champions League content sharing partnership

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By Tony Connelly | Sports Marketing Reporter

February 9, 2017 | 3 min read

Pepsi has partnered with Copa90 and Bleacher Report for a new content sharing partnership for its Uefa Champions League ‘Super Fandom’ campaign, which will also feature Arsenal striker Alexis Sanchez and Manchester City duo Vincent Kompany and Sergio Agüero.

The campaign will celebrate fans' passion and will consist of over 150 pieces of content created and distributed across Copa90 and Bleacher Report’s platforms including Facebook, Instagram Stories, Snapchat, Team Stream and Twitter.

The content will consist of a number of fan-centric activations, such as Superfan stories where fans discuss the passion they have for their club. Other aspects of the campaign include emoji predictions with fans guessing the outcome of the latest round of knockout matches, Pepsi GIF reactions and goal animations.

pepsi

Pepsi

"The result of this collaboration is a football format done differently,” said James Kirkham, head of Copa90. “Shots of content which hit you between the eyes, stopping an audience from mindless scrolling. Everything arresting and not a moment lost.”

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The collaboration with Copa90 and Bleacher Report is the first joint venture between the two media companies since Turner International acquired a minority stake in Big Balls Media.

Discussing the campaign, Brad Jakeman, president of PepsiCo, said: “Throughout the year, Pepsi will celebrate a variety of moments – from the everyday good moments made great, to the truly epic like the Uefa Champions League Final.

“This year we’re taking our global football campaign from the pitch to the stands – celebrating and igniting the contagious passion that comes to life in the fans around us, showing the world how much it means to live and love the game."

The activations will take place ahead of each Champions League match and will culminate in a ticket giveaway where fans will to pledge how far they would go to get their hands on tickets for the Uefa Champions League Final.

The partnership with Pepsi follows on from Copa90’s previous content collaborations on the Snapchat Discover Saturday morning show “Saturdays Are Lit”, which connected young fans with Jose Mourinho’s texts and Paul Pogba’s Spotify playlists.

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