PepsiCo doubles down on women’s football

PepsiCo has renewed its long-term partnership with UEFA women’s football, becoming the first commercial partner to confirm its involvement through the next rights cycle running until 2030.

The agreement has granted PepsiCo sponsorship rights to the UEFA Women’s Champions League from 2025 to 2030, as well as to the UEFA Women’s EURO 2029.

Under the renewed agreement, PepsiCo has planned to launch a range of activations in the UK and across Europe. These will include Pepsi-led entertainment events ahead of each UEFA Women’s Champions League knockout round match from the quarterfinals onwards.

The brand’s Kick-Off Show will be introduced at the UEFA Women’s Champions League Final beginning with the 2025/26 season, and at the UEFA Women’s EURO Final in 2029.

PepsiCo has also continued to support grassroots football through its Gatorade and Lay’s brands. Gatorade, through its global Fuel Tomorrow programme, has provided access to facilities and coaching, and will maintain its role in supporting UEFA’s elite referee programme.

Lay’s has remained active in fan engagement, using its No Lay’s, No Game platform to promote in-stadium and digital experiences. The brand has recently partnered with Spain captain and Ballon d’Or Féminin winner Alexia Putellas as part of its ambassador programme.

The extension marks a continued commitment by PepsiCo to support women’s football, following a period of record-breaking growth in both viewership and participation. According to UEFA, the 2022/23 UEFA Women’s Champions League season drew more than 50 million viewers worldwide.

PepsiCo first became a partner of UEFA Women’s Football in 2019, and this renewal follows its early involvement ahead of the sport’s most recent commercial growth.