PepsiCo Marketing Champions League

PepsiCo scores Uefa Champions League partnership extension


By John Glenday, Reporter

February 7, 2018 | 3 min read

PepsiCo has extended its global partnership with the Uefa Champions League for an additional three years enabling the food and beverage giant to associate brands such as Pepsi Max, Walkers and Gatorade with the tournament until 2021.

Uefa, Pepsi

PepsiCo scores Uefa Champions League partnership extension

PepsiCo has been a sponsor of the prestigious tournament since 2015 to promote its ‘performance and purpose’ to over 100 global markets, harnessing top players such as Leo Messi to promote its crisps and staging events such as the Gatorade 5v5 tournament.

As part of its current partnership Pepsi will bring a live music performance to the opening ceremony of the Champions League Final while Walkers will partner with Uefa Foundation for Children.

Ramon Laguarta, PepsiCo global president, said: “PepsiCo has a great, storied history with the game of football, which is why we’re delighted to be renewing our partnership with the Uefa Champions League. Over the past three years this has been a powerful, exciting platform, and we remain committed to bringing the best of football to millions of fans across the world.”

Guy-Laurent Epstein, Uefa events SA marketing director, commented: “Since joining the Uefa Champions League partner family in 2015, PepsiCo and its brands have promoted the competition globally and we’re pleased to continue our strong relationship into the 2018-21 cycle.

From innovative digital activations to on-pack promotions in over 100 markets, PepsiCo is the perfect partner for Uefa as we continue to build interest and awareness of the Uefa Champions League around the world.”

Uefa has embraced Pepsi as part of its strategy to market the Champions League to a global audience.

Entries to The Drum Marketing Awards are being accepted until Friday 16 February. Find more details on the awards website.

PepsiCo Marketing Champions League

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