Supplier PepsiCo and Pepsi Max have today (30 March) announced a new four-year partnership with The Football Association (FA), officially becoming the soft drinks partner of the England men’s and women’s senior teams.
The partnership represents a ‘landmark’ step in PepsiCo’s ambition to be an unmissable part of England’s football culture, “providing meaningful support to the teams and the wider football ecosystem while strengthening the connection between players, staff, and fans,” it said.
With over 50 years of global football association - from major tournaments like the UEFA Champions League and UEFA Women’s Euros - to iconic venues such as Wembley Stadium, as well as local clubs including Everton’s Hill Dickinson Stadium and Southampton FC, Pepsi’s presence in football gives the brand “a unique authority to engage fans across the nation,” it added.
The partnership builds on Pepsi’s global platform Pepsi Football Nation as anchor, which celebrates how football feels around the world and is a flagship expression of this platform, putting fans at the heart of the story.
Launching as the nation gets ‘Thirsty for the Win’ this summer as the World Cup approaches, the campaign recognises that “fans contribute to England’s success both on and off the pitch and is their companion in that.”
As part of the agreement, Pepsi MAX will also become a founding partner of a new FA initiative designed to harness the growth of the women’s game. The programme will create more opportunities for emerging talent and help build a sustainable pathway for future Lionesses.
Natalia Filippociants, general manager for international beverages at PepsiCo, said: “For over fifty years, football has been in our DNA. It’s more than a game, it’s a culture lived authentically by the fans whose belief and passion fuel the sport. This partnership with the England senior teams is about being part of those moments and making Pepsi Max an unmissable part of England’s football culture.”
James Gray, Commercial Director, The Football Association, added: ‘From backing our senior national teams to investing in the future of the England pathway, this is a partnership built for impact and together we can deliver bold, innovative moments that bring fans closer to England teams, on matchdays and well beyond.”
The partnership will come to life through a multi-channel rollout, including digital content, limited-edition Pepsi MAX packaging on-shelf, alongside immersive on-ground fan experiences throughout the season, PepsiCo concluded.
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