PepsiCo’s flagship global brands Lay’s, Gatorade and Pepsi MAX are joining forces with the UEFA Champions League following the company’s new partnership with the European club football tournament.
PepsiCo’s agreement with the UEFA Champions League will officially begin on July 1, prior to the start of the 2015/16 season. Lay’s/Walkers, Gatorade and Pepsi MAX will serve as lead brands for the tournament. In addition, PepsiCo will also integrate Doritos, Lipton and 7UP brands into the sponsorship programme.
Ramon Laguarta, PepsiCo Europe CEO, said: “Today’s announcement takes PepsiCo’s long-standing relationship with great football to another level. The UEFA Champions League is without a doubt one of the most prestigious football competitions in the world, and with more than a billion football fans watching the matches every season, this new partnership offers unprecedented opportunities for both parties. We’re passionate about football and we can’t wait to share that passion with UEFA Champions League fans in Europe and around the world.”
“PepsiCo’s food and beverage brands, combined with the power of the UEFA Champions League, are a perfect fit. In joining forces we can create great opportunities for friends and
families to come together and enjoy themselves. Together we will take the union between football and entertainment to new heights and UEFA Champions League fans can expect some fantastic new experiences from Lay’s, Gatorade, Pepsi MAX as we head into the 2015/16 season. Stay tuned!”
Commenting on the agreement, Guy-Laurent Epstein, UEFA Events SA Marketing Director, said: “We are delighted to welcome PepsiCo as an official partner of the UEFA Champions League. PepsiCo is a truly global partner, and we are excited to be working closely with them on engaging fans across the world through innovative marketing activations, while also benefiting from their extensive experience in the entertainment area to further enhance the UEFA Champions League brand.”