Food & Drinks

PepsiCo adds SodaStream to UEFA Champions League sponsorship renewal

PepsiCo has secured another extension to its marketing tie-up with UEFA’s Champions League football competition in Europe, adding three more seasons to the current arrangement.

PepsiCo acquired SodaStream International in 2018 for US$3.2bn

The beverages & snacks group, which initially started sponsoring the season-long tournament in 2015, confirmed today that the deal will cover the 2021-22 to 2023-24 seasons. In mid-2018, PepsiCo agreed a three-year addition, to the end of the current season, which finishes in May next year.

For the first time, PepsiCo will utilise the sponsorship for the SodaStream home carbonation platform. The group will continue to promote its Pepsi trademark, including Pepsi MAX, as well as the Lipton and 7UP brands through the partnership, with Gatorade making way for SodaStream.

Financial details were not disclosed.

“Today, [the PepsiCo and UEFA partnership] is the largest global platform we activate against, with more than 100 of our markets eagerly participating each season with … commercial programmes, from … pack solutions and point-of-sale activations to … marketing campaigns with some of football’s best athletes supporting our brands,” said PepsiCo’s global chief commercial officer, Ram Krishnan.

“This year’s addition of SodaStream presents an opportunity to share our efforts in creating a portfolio of options that … meet consumers’ individual preferences on an influential world stage. We are … excited to … unify our consumers and customers through the world’s favourite sport and our … food and beverage portfolio.”

Earlier this year, PepsiCo became a main partner of the UEFA Women’s Champions League and the UEFA Women’s EURO tournament, with Gatorade joining Pepsi as the lead brands in the tie-up.

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