Pepsi continues its long-running partnership with UEFA as a principal partner and sponsor of the UEFA Women’s Champions League.
The international beverage brand signed a new long-term agreement with the European football governing body until 2030, with Pepsi growing its presence across women’s football for the Women’s Champions League from the start of the 2025/26 season, as well as the EURO 2029.
Pepsi has committed to launching a “bold line-up of initiatives designed to elevate the game and create unforgettable experiences for both fans and players” through until 2030.
As part of the agreement, the ‘Pepsi Kick-Off Show’ for both the Women’s Champions League and EURO 2029 Finals. The company has also stated it will aim to bring immersive fan experiences for every Women’s Champions League knockout round fixture from the quarter-finals to the Final, as well as Pepsi receiving in-stadium brand activations and sponsoring half-time performances.
This latest partnership agreement between Pepsi and UEFA reinforces the pair’s commitment to one another as the brand has been a UEFA partner since 2015 and of UEFA women’s football since 2019.
Adam Warner, VP of Global Sports & Entertainment Partnerships at Pepsi, said: “For over 50 years, football culture has been in our DNA, championing players and fans alike through partnerships, campaigns, and communities that celebrate the spirit of the game.
“Football is a global passion, and Pepsi is uniquely positioned to continue creating unexpected moments that inspire fans and drive commercial success. Extending our partnership with UEFA Women’s Football harnesses the power, resources, and scale of three iconic brands to further elevate the sport.
“This renewal, alongside the prestige of the UEFA Women’s Champions League, will expand the reach and impact of the game, driving its continued growth on the world stage.”
Pepsi becomes the first deal negotiated by UEFA for its 2025-30 commercial cycle, which is now being led by sports marketing agency Two Circles.
As UEFA’s exclusive sponsorship agency for women’s football, Two Circles are tasked with negotiating valuable sponsorship deals with the likes of Pepsi, while also finding new commercial opportunities for UEFA’s major competitions, with a key focus on growing the visibility of women’s football.
The women’s game is experiencing a new growth phase backed by record attendances, ticket sales and viewership. EURO 2022 became the most watched and best attended women’s EUROs of all time with more than 570,000 accumulative attendees. The EURO 2022 final between winners England and Germany was also the most-attended women’s game of all time with more than 87,000 in attendance.
Guy-Laurent Epstein, UEFA Marketing Director, said: “As women’s football continues to reach new heights, we’re delighted to extend our fruitful partnership with PepsiCo and its iconic brands, Lay’s and Gatorade.
“Pepsi’s longstanding commitment to growing the game aligns seamlessly with UEFA’s new Women’s Football Strategy, driving investment, visibility and growth at all levels of the football pyramid. Together, we will continue to elevate the women’s game, inspiring the next generation of players and fans alike.”
