PepsiCo, the soft drink and snack foods giant, and European soccer's UEFA have renewed their partnership, which will see PepsiCo's brands continue their prominent presence in stadiums during women's tournaments until 2030.
The partnership, struck with UEFA's commercial body UC3, sees PepsiCo's Pepsi, Lay's, and Gatorade brands continue to feature at stadiums during the Women’s Champions League (2025-26 to 2029-30 season), Women's Euro 2029, European Women's U-19 and U-17 Championships, Women's Futsal Euro, and Together#WePlayStrong program, aimed at encouraging more women to play soccer.
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As part of the partnership, PepsiCo will extend its Kick Off Show to both the UEFA Women’s Champions League final from the 2025-26 season and the Women’s Euro 2029 final.
Pepsi will also provide entertainment for every UEFA Women’s Champions League knockout round from the quarterfinal onwards, featuring Pepsi-branded in-stadium activations, live performances, and fan experiences.
Additionally, Lay’s will deliver exclusive digital content and in-stadium experiences.
Gatorade, meanwhile, will continue to support UEFA’s elite referee program while maintaining a sideline presence at UEFA Women’s Champions League and UEFA Women’s Euro matches.
Guy-Laurent Epstein, UEFA marketing director, said: "PepsiCo’s longstanding commitment to growing the game aligns seamlessly with UEFA’s new Women’s Football Strategy, driving investment, visibility and growth at all levels of the football pyramid."
Adam Warner, vice president of global sports and entertainment partnerships at PepsiCo, added: “For over 50 years, football culture has been in our DNA, championing players and fans alike through partnerships, campaigns, and communities that celebrate the spirit of the game.
“This renewal, alongside the prestige of the UEFA Women’s Champions League, will expand the reach and impact of the game, driving its continued growth on the world stage.”
The extension makes PepsiCo the first partner to reaffirm its commitment for the 2025-2030 commercial cycle.
PepsiCo has been a supporter of the men's UEFA Champions League since 2015 and UEFA Women’s Football since 2019.
