PepsiCo Extends UEFA Women’s Football Sponsorship to 2030
- UEFA and PepsiCo have announced an extension of their partnership, securing the beverage and snack giant as an official sponsor of UEFA women's football through at least 2030.
- PepsiCo becomes the first partner committed to the 2025-2030 commercial rights cycle.
- A key component of the extended partnership is the expansion of Pepsi's "Kick Off Show." This show will now be featured at every UEFA Women's Champions League final...
PepsiCo Extends UEFA Women’s Football Sponsorship Through 2030
Table of Contents
- PepsiCo Extends UEFA Women’s Football Sponsorship Through 2030
- PepsiCo Extends UEFA Women’s Football Sponsorship: Your Questions Answered
- What’s the big news about PepsiCo adn UEFA Women’s Football?
- Which competitions does the sponsorship cover?
- what does PepsiCo’s long-term commitment mean for women’s football?
- How will PepsiCo enhance fan engagement?
- What will Lay’s and Gatorade be doing specifically?
- What are the key benefits of this partnership?
- What did UEFA and PepsiCo executives say about the partnership extension?
- Summary of Key Partnership Elements
UEFA and PepsiCo have announced an extension of their partnership, securing the beverage and snack giant as an official sponsor of UEFA women’s football through at least 2030. PepsiCo brands,including Pepsi,Lay’s,and Gatorade,will continue to support the sport under the renewed agreement.
Long-Term Commitment to Women’s football
PepsiCo becomes the first partner committed to the 2025-2030 commercial rights cycle. The agreement encompasses several key competitions, including the UEFA Women’s Champions League (starting with the new league format in the 2025/26 season) and the UEFA Women’s Euro 2029. The UEFA Women’s U17 and U19 European championships, the UEFA Women’s Futsal Euro, and the “Together #WePlayStrong” funding program are also included.
Enhanced Fan Engagement and Experiences
A key component of the extended partnership is the expansion of Pepsi’s “Kick Off Show.” This show will now be featured at every UEFA Women’s Champions League final from 2026, in addition to the UEFA Women’s Euro 2029 final. Pepsi also plans activations at all co-games from the quarter-finals onward, including stadium campaigns, live performances, and interactive fan experiences.
Lay’s and Gatorade Focus on Fan Connection and Youth Growth
Lay’s aims to deepen its connection with fans through exclusive digital content and in-stadium activations. Gatorade will continue its “Fuel Tomorrow” initiative, supporting youth projects, providing equipment and safe playing areas, and investing in coach training. Gatorade will also maintain its role as the official partner of the UEFA referee program, with continued visibility at UEFA women’s competitions.
UEFA and PepsiCo Executives Comment on Partnership
“Women’s football is experiencing rapid growth, and we are delighted to extend our successful partnership with PepsiCo and its iconic brands, Lay’s and Gatorade,” said UEFA marketing director Guy-Laurent Epstein. “pepsico’s long-term support aligns with our new women’s football strategy, wich focuses on investment, visibility, and growth across all areas.”
Adam Warner, Vice President of global Sports & Entertainment Partnerships at PepsiCo, emphasized the importance of the extension: “Football has been part of PepsiCo’s DNA for over 50 years. Extending our partnership with UEFA women’s football combines the reach, resources, and impact of three iconic brands, helping us further promote the game on a global stage.”
PepsiCo Extends UEFA Women’s Football Sponsorship: Your Questions Answered
What’s the big news about PepsiCo adn UEFA Women’s Football?
UEFA and pepsico have renewed their partnership, ensuring that PepsiCo remains an official sponsor of UEFA women’s football until at least 2030. This means you’ll continue to see PepsiCo’s brands – Pepsi, Lay’s, and Gatorade – supporting the sport.
Which competitions does the sponsorship cover?
The agreement encompasses several major competitions, including:
UEFA Women’s Champions league (starting with the new league format in the 2025/26 season)
UEFA Women’s Euro 2029
UEFA Women’s U17 and U19 European championships
UEFA Women’s Futsal Euro
“Together #WePlayStrong” funding program
what does PepsiCo’s long-term commitment mean for women’s football?
PepsiCo is the first partner committed to the 2025-2030 commercial rights cycle. This long-term support signifies a significant investment in the growth and visibility of women’s football across all areas.
How will PepsiCo enhance fan engagement?
PepsiCo plans to enhance fan engagement through several initiatives:
“Kick Off Show” Expansion: The “Kick Off Show” will be featured at every UEFA Women’s Champions League final from 2026, and the UEFA Women’s Euro 2029 final.
Activations at Co-Games: PepsiCo will have activations, including stadium campaigns, live performances, and interactive fan experiences at all co-games from the quarter-finals onward.
What will Lay’s and Gatorade be doing specifically?
Lay’s: Lay’s aims to deepen its connection with fans through exclusive digital content and in-stadium activations.
Gatorade: Gatorade will continue its “Fuel Tomorrow” initiative, supporting youth projects, providing equipment and safe playing areas, and investing in coach training. It will also remain the official partner of the UEFA referee program.
What are the key benefits of this partnership?
The partnership provides mutual benefits,encompassing:
For UEFA: Long-term financial investment to foster investment,visibility and growth across all areas of the Women’s game.
For PepsiCo: Increased global reach and brand awareness leveraging the popularity of women’s football.
What did UEFA and PepsiCo executives say about the partnership extension?
Here’s what they had to say:
Guy-Laurent Epstein (UEFA Marketing Director): “women’s football is experiencing rapid growth, and we are delighted to extend our triumphant partnership with PepsiCo and its iconic brands, Lay’s and Gatorade. PepsiCo’s long-term support aligns with our new women’s football strategy, which focuses on investment, visibility, and growth across all areas.”
* Adam Warner (Vice President of Global Sports & Entertainment Partnerships, PepsiCo): “Football has been part of PepsiCo’s DNA for over 50 years. Extending our partnership with UEFA women’s football combines the reach, resources, and impact of three iconic brands, helping us further promote the game on a global stage.”
Summary of Key Partnership Elements
| Aspect | Details |
| ————————– | ——————————————————————————————————————————————— |
| Partnership Length | Through at least 2030 |
| Sponsored Brands | Pepsi, Lay’s, Gatorade |
| Key Competitions | UEFA Women’s Champions League, UEFA Women’s Euro, U17 & U19 European championships, futsal Euro, “Together #WePlayStrong” |
| Fan Engagement (Pepsi) | Expanded “Kick Off Show”, stadium campaigns, live performances, interactive fan experiences |
| Lay’s Focus | Exclusive digital content, in-stadium activations |
| Gatorade Focus | “Fuel Tomorrow” initiative, referee program partnership |