PepsiCo has announced the renewal of its strategic partnership with the UEFA Champions League for another three years, solidifying its presence in the world of elite football and offering fans new and exciting experiences until 2027. The extension comes at a crucial time as the league undergoes format changes and expands its club participation, providing PepsiCo with opportunities to engage audiences and make a positive impact both on and off the pitch.
As part of the extended partnership, PepsiCo aims to fuel the future of football by enhancing fan engagement and experiences. One of the highlights will be the continuation and expansion of the UCL Final Kick Off Show by Pepsi, a spectacular event that precedes the UCL Final match and has evolved into a global entertainment platform for both football and music since its inception in 2016.
Digital and data fan engagement will also play a significant role in PepsiCo’s strategy, utilizing the rich database of fans to deliver tailored experiences based on their preferences and behaviors across various digital platforms. This approach aims to take fan engagement to new heights and tap into new growth channels.
Additionally, PepsiCo’s brand Gatorade will provide support to competing teams, coaches, and referees with hydration products and equipment, ensuring that they perform at their best. Through the Gatorade Sports Science Institute (GSSI), players will have access to extensive resources on hydration and sports nutrition.
However, the partnership goes beyond the game itself. PepsiCo is committed to making a positive societal impact and will invest $1 million in collaborative projects with the UEFA Foundation for Children, focusing on initiatives that benefit communities. Environmental sustainability is also a key focus, with joint efforts to significantly reduce single-use plastic through the “Road to Zero” initiative.
By leveraging the power of football, PepsiCo aims to connect communities and drive important societal action. One such initiative is Lay’s Replay, a global project in partnership with the UEFA Foundation for Children, which builds football pitches using recycled Lay’s potato chip bags, providing access to the sport for deserving communities worldwide.
Moreover, PepsiCo’s “Team of Champions” program has expanded over the past three years to improve football access in underserved communities across the United States. This initiative supports teams with equipment, field access, coaching, education, and fan experiences.
With this renewed partnership, PepsiCo continues to leverage its brand portfolio to drive positive change for people and the planet, solidifying its role in the global football landscape.
PepsiCo’s renewal of its partnership with the UEFA Champions League emphasizes its commitment to creating exceptional fan experiences, driving sustainability, and positively impacting communities worldwide.