Fuse Secures Pepsico Partnership
Fuse Sport + Entertainment has been appointed by PepsiCo to activate the brand’s new sponsorship of the UEFA Champions League.
PepsiCo’s partnership with UEFA officially began on 1st July, prior to the start of the 2015/16 season. PepsiCo is one of eight UEFA partners who gain rights to the event, including branding and broadcast sponsorship amongst other key assets.
The agency, part of Omnicom Media Group, will support PepsiCo’s activation across its brand portfolio that has rights to the competition.
Fuse Sport + Entertainment secured assets for PepsiCo including activation rights to the opening ceremony of the Champions League Final and content in the build up to Champions League matches to support the ‘game ready’ activation programme.
PepsiCo adds another brand to Fuse Sport + Entertainment’s football portfolio which also includes Nissan’s sponsorships of the UEFA Champions League and City Football Group, Carlsberg’s sponsorship of the Premier League, UEFA Euro 2016 and Liverpool FC, Unicredit’s sponsorship of the UEFA Champions League and Europa League and Enterprise’s sponsorship of the UEFA Europa League.
Commenting on the PepsiCo appointment, Fuse Sport + Entertainment managing director, EMEA, Mark Bullingham said: “We are immensely proud to have helped PepsiCo, a key Omnicom Media Group client, agree such a major and prestigious football partnership. Now we are looking forward to helping key brands in their portfolio to engage millions of football fans around the world.”
Cesc Bordas, general manager, snacks, West Europe & South Africa region, PepsiCo said: “Fuse Sport + Entertainment have been our trusted partners throughout the negotiation process and were integral to securing this landmark deal. Already they are showing fantastic capabilities to help us activate it throughout the World, in all our key markets. Working with Fuse and UEFA we look forward to adding even more entertainment to this fantastic competition.”
