PepsiCo renews UEFA Champions League partnership
February 6, 2018
PepsiCo has extended its partnership with the UEFA Champions League for the 2018-21 cycle.
The new agreement also includes sponsorship rights for the UEFA Super Cup in 2018, 2019 and 2020.
Commenting on the deal, Guy-Laurent Epstein, UEFA Events SA Marketing Director, said: “Since joining the UEFA Champions League partner family in 2015, PepsiCo and its brands have promoted the competition globally and we are pleased to continue our strong relationship into the 2018-21 cycle.
“From innovative digital activations, to on-pack promotions in over 100 markets, PepsiCo is the perfect partner for UEFA as we continue to build interest and awareness of the UEFA Champions League around the world.
“The UEFA Champions League Final Opening Ceremony presented by Pepsi has brought new audiences to the competition and we look forward to another exciting show in Kyiv.”
Ramon Laguarta, PepsiCo Global President, added: “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.”
PepsiCo’s deal represents the third partnership extension for the 2018-21 sponsorship sales process for the UEFA Champions League, with Heineken and Nissan signing new deals, while Santander has joined as a new partner.