Champions League: PepsiCo (food group) extends its partnership for the 2018-2021 cycle

"UEFA today announced the extension of PepsiCo's (food group) partnership with the UEFA Champions League for the 2018-21 cycle. The agreement also includes sponsorship rights for the UEFA Super Cup in 2018, 2019, and 2020," said UEFA on 06/02/2018.

PepsiCo became a partner of the Champions League on 09/06/2015, initially for the 2015-2018 cycle, during which the group activated its partnership notably through its brands Lay's (crisps), Gatorade (sports drinks), and Pepsi Max (soft drinks).

PepsiCo is the third group to extend its engagement with the Champions League (and the Super Cup) for the 2018-2021 cycle, after Heineken (01/02/2017) and Nissan (11/09/2017). Banco Santander (bank) joined them as a new partner of the competition on 29/11/2017.

The value of each of the partnerships is estimated at over €40m per season.

• The agreement was negotiated by the Swiss agency TEAM Marketing Sector: marketing, media rights and licensing rights agency; has managed the rights of UEFA club competitions since 1992Partnerships: management of UEFA club competition rights since 1992…