Pepsi Co has announced that it will extend its partnership with the UEFA Champions League for a further three years, with six of the company’s leading global brands supporting the competition until at least 2021
Brands including Pepsi MAX, Walkers and Gatorade will continuing to lead the company’s global activity.
As part of the renewed partnership, PepsiCo and UEFA have pledged ongoing and increased support for the UEFA Champions League Final Opening Ceremony. Since its inauguration in 2016, Pepsi has brought live music performance to the world’s most watched annual sporting event, providing entertainment for fans and athletes.
In addition, Walkers will continue to partner with UEFA Foundation for Children. Last year, the brand helped to install a permanent artificial pitch in the Za’atari refugee camp in Jordan.
Ramon Laguarta, global president of Pepsi Co, said: “PepsiCo has a great, storied history with the game of football, which is why we’re delighted to be renewing our partnership with the UEFA Champions League. Over the past three years this has been a powerful, exciting platform, and we remain committed to bringing the best of football to millions of fans across the world.”
Pepsi, Walkers, Gatorade, Doritos, 7UP and Ruffles are all included in the partnership. Activity is due to start in the coming weeks and will coincide with the 2018 Champions League knockout stages.