The UEFA Champions League has renewed its sponsorship deal with PepsiCo, following a recent multi-year partnership with UEFA women’s football.
The new three-year deal that will cover the 2021-2024 cycle sees the food and beverage brand continue its long-running relationship with the competition and will see its rights extended across the UEFA Super Cup in 2021, 2022 and 2023.
As part of the deal, the two organisations will work together to deliver increasingly sustainable events, reducing plastic waste and recycling, alongside supporting equality and improving the lives of others, after PepsiCo and their partners Lay’s constructed football pitches at the Za’atari and Azraq refugee camps in Jordan, in conjunction with the UEFA Foundation for Children, which has provided thousands of youngsters with the opportunity to play football in a safe environment.
“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.”
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.
UEFA and PepsiCo have also pledged ongoing and increased support for the UEFA Champions League Final Opening Ceremony, which is presented by Pepsi. Since 2016, high-profile artists have performed at the beginning of the final.
Ram Krishnan, PepsiCo’s global chief commercial officer added: “Since becoming a sponsor in 2015, the PepsiCo and UEFA partnership has become stronger and more exciting each year.
“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, PepsiCo signed a multi-year partnership with UEFA Women’s football, that 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 sponsoring the UEFA Champions League from 2021 to 2024.
Author: Jake Wilkin