PepsiCo has today, December 1 announced the renewal of its UEFA Champions League partnership for the 2021–24 cycle, continuing its long-running relationship with the competition. The agreement also includes sponsorship rights for 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 UEFA marketing director Guy-Laurent Epstein. “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.”
Looking ahead to the next three years as a UEFA Champions League partner, key priorities will include working together to deliver increasingly sustainable events, reducing plastic waste and recycling. Advancing equality and improving the lives of others also remains an important goal of the partnership. In recent years, Lay’s, which is part of the PepsiCo portfolio, has helped to construct football pitches at the Za’atari and Azraq refugee camps in Jordan, in conjunction with the UEFA Foundation for Children. This has given thousands of youngsters the opportunity to play football in a safe environment, with the best possible facilities.
“Since becoming a sponsor in 2015, the PepsiCo and UEFA partnership has become stronger and more exciting each year,” said Ram Krishnan, PepsiCo’s global chief commercial officer. “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.”
PepsiCo and UEFA have also pledged ongoing and increased support for the UEFA Champions League Final Opening Ceremony presented by Pepsi. Since its inauguration in 2016, high-profile artists have provided unprecedented fan entertainment minutes before the start of one of the world’s largest annual sporting events.
In August, PepsiCo signed a multi-year partnership with UEFA Women’s football, under which the food and beverage company will support women’s football at all levels through to 2025 while also becoming a main partner of the UEFA Women’s Champions League and UEFA Women’s EURO.
PepsiCo joins Heineken and Mastercard in committing to sponsoring the UEFA Champions League from 2021 to 2024. The worldwide sales of all UEFA men’s club competition sponsorship rights are being carried out by TEAM Marketing AG on UEFA’s behalf.