PepsiCo is celebrating its sponsorship of the UEFA Champions League by giving away match trips as part of a new promotional campaign across Walkers, Doritos and Pepsi Max. The #gameready promotion offers the chance to win a pair of tickets and money to help cover travel and accommodation expenses and starts from September 12.

Every purchase of #gameready Walkers, Doritos and Pepsi Max offers the chance to win a trip to a match during the group stages. To find out if they are winners, consumers enter information from their pack at the promotion’s website. One match trip to the football tournament will be up for grabs each day throughout the promotional period which runs until November 12.

The campaign – the first to be run by PepsiCo simultaneously across its European markets on both food and beverage brands – includes high-profile media support for both categories. The campaign offers in-store materials and in-store promotional activity, as well as a multi-media consumer campaign. In addition, the campaign will be supported by PepsiCo’s TV sponsorship, stadium branding, interview backdrops and perimeter boards.

Kathryn Swarbrick, PepsiCo head of marketing, commented: “Engaging consumers with exciting activities is part of the DNA of our brands. The UEFA Champions League is consistently one of the most exciting football tournaments in the world and it’s great to kick off our new sponsorship with a campaign that gives football fans the opportunity to take a trip to see great football live in the stadium.

“The UEFA Champions League brings great opportunities for PepsiCo and for retailers. Great sporting events always bring friends and families together as they share the excitement of the build-up and get themselves ready to enjoy the game. Our #gameready campaign is built around the nation’s love for football and we expect it to be extremely successful as we head into the exciting 2015/16 season.”