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.

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.

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.

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.

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.

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…

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

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

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.

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

New term covers range of snack and beverage categories in North America

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…

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…

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.

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.

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

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

Global food and beverage company PepsiCo has launched a new Uefa Champions League football campaign around its Pepsi Max brand across both the men’s and women’s competitions.