PepsiCo

Football

SportBusiness Sponsorship speaks to PepsiCo marketing executives Adam Warner, Ciara Dilley and Mark Kirkham about the company's sponsorship deals with the Uefa Champions League, EA Sports FC and Wrexham AFC.
Football
Sponsorship & Marketing

PepsiCo has sought to cement its presence in Saudi Arabian football by announcing a deal to become a ‘Gold Partner’ of the Saudi Pro League.
Football
Sponsorship & Marketing

PepsiCo’s crisp sub-brand Lay’s has agreed a deal with the Saudi Arabian Football Federation (SAFF) to become the title sponsor of the Saudi Women Premier League.
Esports

EA Sports’ decision not to renew its licensing agreement with world football’s governing body Fifa, has freed it up to commercialise its EA Sports FC football simulator game and enabled Pepsi to supplant its long-term rival Coke as the dominant brand on the platform.
Football
Sponsorship & Marketing

PepsiCo has secured a multi-year agreement with EA Sports FC, the successor to the FIFA video game franchise, that will see its Pepsi, Gatorade and Lay’s brands promoted on the platform.
Football

PepsiCo’s Gatorade brand will be seen hydrating players on the sidelines for the first time in its next sponsorship agreement with the Champions League after Uefa persuaded clubs to make the inventory available. Ben Cronin provides detailed analysis of the sponsorship renewal.
Football
Sponsorship & Marketing

PepsiCo has agreed a three-year extension of its global sponsorship deal for the Uefa Champions League while Heineken and Mastercard are also close to announcing renewals with Europe’s premier club football c…
Basketball
Events

PepsiCo's new lemon lime flavored soda, Starry, has been named the official soft drink of the National Basketball Association, Women's National Basketball Association and NBA G League in North America
Football
Sponsorship & Marketing

The Qatar Football Association (QFA) has signed a new sponsorship deal with multinational beverage corporation PepsiCo
Soccer

In May 2022, UEFA partnered PepsiCo’s snack and sports drink brands Lays and Gatorade for an activation around the Women’s Champions League final through a linked grassroots pitch and tournament initiative in host city Turin which saw the crisps brand build a community pitch from recycled packaging and then the sports drink run an all-women’s ‘Gatorade 5v5’ tournament on it.
American Football

For the 2021 NFL season, sponsor Pepsi expanded its multi-faceted ‘Made for Football Watching’ programme. Ai
Ice Hockey
Sponsorship & Marketing

New term covers range of snack and beverage categories in North America
NFL
Sponsorship & Marketing

PepsiCo, the American multinational food, snack, and beverage corporation, has lost the sponsorship rights to the high-profile Super Bowl halftime show as part of an extended agreement with the National…
Football
Sponsorship & Marketing

PepsiCo’s positioning of its Gatorade sports drink brand at tomorrow’s Uefa Women’s Champions League final is aimed at brand building rather than sales, according to the sponsorship lead at the food and b…
American Football

The soft drinks giant built a six-week immersive experience campaign around The Weeknd’s performance at Super Bowl LIV’s ‘Pepsi Halftime Show’ in February 2021.
American Football

In September 2020, Pepsi activated its NFL partnership with a team-focused strand of its league-wide ‘Made for Watching Football’ activation that offered Steelers fans alternative engagement opportunities at a time of limited access to Heinz Field.
Basketball
Sponsorship & Marketing

NBA superstar continues run of large-scale industry pacts by aligning with soft drink and snack giant
Basketball
Sponsorship & Marketing

Company retains league's official soft drink, chip rights in multiyear deal