PepsiCo and Pepsi Max have announced a new four-year partnership with The Football Association (FA), officially becoming the soft drinks partner of the England men’s and women’s senior teams.
The partnership represents a ‘landmark’ step in PepsiCo’s ambition to be an unmissable part of England’s football culture, “providing meaningful support to the teams and the wider football ecosystem while strengthening the connection between players, staff, and fans,” it says.
As part of the agreement, Pepsi Max will also become a founding partner of a new FA initiative designed to harness the growth of the women’s game.
Natalia Filippociants, general manager for international beverages at PepsiCo, says: “For over 50 years, football has been in our DNA. It’s more than a game; it’s a culture lived authentically by the fans whose belief and passion fuel the sport. This partnership with the England senior teams is about being part of those moments and making Pepsi Max an unmissable part of England’s football culture.”
James Gray, commercial director, at the FA, adds: ‘From backing our senior national teams to investing in the future of the England pathway, this is a partnership built for impact and together we can deliver bold, innovative moments that bring fans closer to England teams, on matchdays and well beyond.”
The partnership will come to life through a multi-channel rollout, including digital content, limited-edition Pepsi Max packaging on-shelf, alongside immersive on-ground fan experiences throughout the season.
