Pepsico Extends Uefa Champions League Sponsorship
UEFA has agreed a new three-year deal with PepsiCo, which will see the food and beverage company extend its UEFA Champions League sponsorship until at least 2024.
The announcement follows the unveiling of the brand’s new multi-year partnership with UEFA women’s football, and will also see it extend its partnership with the UEFA Super Cup in 2021, 2022 and 2023.
“PepsiCo has been a UEFA Champions League partner since 2015 and we are delighted to welcome them onboard for another three-year cycle,” said Guy-Laurent Epstein, Marketing Director, UEFA.
“PepsiCo is a trusted, innovative and influential partner and we are looking to draw on this energy and experience in order to work together to develop a wide range of activations, which will benefit football fans across the globe in the coming years.”
According to UEFA, the pair will work together to deliver sustainable events, aiming to reduce plastic waste and recycling, and will also look to advance equality as well as improving the lives of others through efforts to aid refugee camps and support for UEFA Foundation for Children initiatives.
“Since becoming a sponsor in 2015, the PepsiCo and UEFA partnership has become stronger and more exciting each year,” said Ram Krishnan, Global Chief Commercial Officer, PepsiCo.
“Today it is the largest global platform we activate against, with more than 100 of our markets eagerly participating each season with best-in-class commercial programmes, from iconic pack solutions and point of sale activations to engaging marketing campaigns with some of football’s best athletes supporting our brands.”
In August, the brand signed a multi-year partnership with UEFA Women’s football, becoming a main partner of the UEFA Women’s Champions League and UEFA Women’s EURO as well as pledging to support women’s football at all levels until at least 2025.
It has also joined Heineken and Mastercard, brands that have both also committed to sponsoring the UEFA Champions League from 2021 to 2024.
