PepsiCo has extended its partnership with the UEFA Champions League for a further three years.
Six of PepsiCo’s global brands will support the competition through to the 2021 UEFA Champions League Final, with the Pepsi trademarks including Pepsi Max, Walkers and Gatorade continuing to take the lead.
As part of the renewed partnership, PepsiCo and UEFA have pledged increased support for the UEFA Champions League Final Opening Ceremony presented by Pepsi. Since its inauguration in 2016, Pepsi has brought live music performance to the world’s most watched annual sporting event.
In addition, Walkers will continue to partner with UEFA Foundation for Children and its efforts, having last year supported an initiative to install a permanent artificial pitch in the Za’atari refugee camp in Jordan, giving residents the chance to enjoy playing and watching their football in a safe environment with excellent facilities.
Commenting on the renewed partnership, Ramon Laguarta, PepsiCo global president, said: “PepsiCo has a great, storied history with the game of football, which is why we’re delighted to be renewing our partnership with the UEFA Champions League. Over the past three years this has been a powerful, exciting platform, and we remain committed to bringing the best of football to millions of fans across the world.”
Pepsi, Walkers, Gatorade, Doritos, 7UP and Ruffles are included in the partnership, with activity due to start for the 2018 knockout stages in the coming weeks.