February 6 – PepsiCo have renewed their sponsorship of the UEFA Champions League for a second three-year cycle taking them from the beginning of the 2018/19 till 2021. The deal additionally contains sponsorship of the UEFA Tremendous Cup in 2018, 2019 and 2020.
Underneath the phrases of the previous settlement, PepsiCo’s flagship manufacturers Lays/Walkers, Gatorade and Pepsi Max served as lead manufacturers for Europe’s high skilled membership soccer event with Doritos, Lipton and 7UP manufacturers additionally being built-in into the sponsorship programme.
The present PepsiCo marketing campaign has additionally prolonged past the core Champions League advertising and marketing programme and in September 2017, Lay’s partnered with the UEFA Basis for Youngsters to construct a synthetic soccer pitch on the Za’atari refugee camp in northern Jordan.
Man-Laurent Epstein, UEFA Occasions SA Advertising Director, stated: “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.”
PepsiCo are the third sponsor to increase for the 2018-21 cycle alongside Heineken and Nissan. Santander shall be becoming a member of the sponsor roster as a brand new companion. UEFA’s membership competitors gross sales are dealt with solely by TEAM Advertising.
Ramon Laguarta, PepsiCo World President, stated: “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.”
No worth was given for the deal.
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