PepsiCo secures multi-layered UEFA Women’s football partnership

Credit: Richard MOUILLAUD/Maxppp/PA Images

PepsiCo has struck a multi-year deal with UEFA Women’s football which will see the food, snack and beverage corporation become the main partner of the UEFA Women’s Champions League and the UEFA Women’s EURO.

The partnership, which is due to last until the summer of 2025, will sit alongside PepsiCo’s current sponsorship of the men’s UEFA Champions League. Currently the European competition is sponsored by the firm’s Walkers/Lays snack brand.

Guy-Laurent Epstein, marketing director of UEFA Events SA stated: “The popularity of and interest in women’s football is increasing with every year and this is why we are delighted to have such a trusted partner as PepsiCo join us on this exciting journey.

“Over the last five years, PepsiCo has been an innovative and influential partner of the UEFA Champions League and we are looking to draw on this energy and experience in order to take the women’s game to new heights.”

The cooperation will also become the main partners of the UEFA European Women’s Under-19 and Under-17 Championships, the UEFA Women’s Futsal EURO, and UEFA’s Together #WePlayStrong programme, a project which encourages more girls and women to play football.

In what could be seen as a monumental step for women’s football from a business standpoint, PepsiCo has become the first company to unify both the men’s and women’s Champions League main sponsorships since UEFA’s decision to separate the competitions as two individual commercial entities in 2018.

PepsiCo ambassador Lieke Martens, who was voted UEFA and FIFA women’s player of the year in 2017 added: “Having a major sponsor like PepsiCo sign on to UEFA Women’s football is the influence and recognition women’s football and its athletes and fans need and deserve.

“I’ve loved partnering with PepsiCo and its iconic brands like Lay’s and look forward to how they’ll spotlight women’s football – because this is not just a version of the men’s game; it’s a league that’s all its own.”

The five year deal comes ahead of the UEFA Women’s Champions League final 30 August which will see current holders Lyon face Wolfsburg behind closed doors in Spain.