PepsiCo has announced that it is launching a new global campaign ’Love it. Live it. Football’ to tie in with the 2018 UEFA Champions League Final.
The brand also announced that UK pop artist Dua Lipa will perform at the UEFA Champions League Final Opening Ceremony, which takes place at the NSC Olimpiyskiy Stadium on Saturday May 26 in Kiev, Ukraine.
Natalia Filippociants, senior marketing director for Global Beverages Group at PepsiCo, said: “A brand rooted in both music and football, Pepsi aims to celebrate the passion and love of fans and allow them to live the game like never before. Bringing one of the hottest music stars to one of the world’s biggest sporting events will do just that.”
Guy-Laurent Epstein, marketing director at UEFA, added: “We are thrilled to be collaborating with our partner Pepsi on the Opening Ceremony of the 2018 UEFA Champions League Final for the third year running. Pepsi is synonymous with bringing music, entertainment and sport together and this year’s event is set to be a great occasion.”
Alongside PepsiCo’s continued sponsorship of the Champions League, the brand’s ’Love it. Live it. Football’ campaign will star a world-class line-up of global footballers including Leo Messi, Marcelo, Toni Kroos, Carli Lloyd and Dele Ali.
The campaign includes a new TV advert and personalised on-pack designs created by artists from each player’s home country.