December 22- UEFA is set to renew PepsiCo as its global soft drinks partner for its men’s club competitions with a six-year deal running from 2027 to 2033.
PepsiCo has been a UEFA Champions League sponsor since 2015 and last renewed its partnership in June 2023 for the three-year 2024–27 cycle, the first partner to do so. In 2023 PepsiCo also added a $1 million investment in projects supported by the UEFA Foundation for Children.
The new deal is being negotiated by UC3’s global sales partner Relevent Football Partners. UC3 is the joint venture between UEFA and European Football Clubs (EFC) that holds the commercial rights for UEFA club competitions.
UC3 launched competitive tender process earlier this month which it described as “highly competitive”. It said it has now “agreed to enter an exclusive negotiation period with PepsiCo to become the global soft drinks partner for all UEFA men’s club competitions from 2027 to 2033.”
When renewing in 2023 PepsiCo put sustainability at the heart of the new deal with PepsiCo saying it will contribute environmental sustainability initiatives, including efforts to significantly reduce the use of single-use plastic packaging as part of the ‘Road to Zero’ initiative.
Pepsi currently has the naming rights sponsor to the UCL kick off show – The Kick Off Show by Pepsi – that brings live acts to the final and which began in 2016. UEFA said the show in future “will be scaled up”. The sponsorship also included activations for Gatorade and Lays.
Although no value has been given for the men’s club deal, PepsiCo has been increasing its commitment to UEFA’s competitions.
In April, PepsiCo, who have been a supporter of UEFA Women’s Football since 2019, have renewed their sponsorship until 2030.
That agreement – which is being activated with Pepsi, Lay’s and Gatorade brands – covers the Women’s Champions League from the 2025/26 season, the first season of the new league phase format, until 2029/30. It also covers the Women’s EURO 2029.
As part of the agreement the Pepsi Kick Off Show will come to both the Women’s Champions League final and the Women’s EURO 2029 final.
Aside from the finals, from the quarter-final onwards, Pepsi-branded in-stadium activations will include live performances and fan-powered experiences before kick-off.
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