PepsiCo: reorganisation of marketing services with the creation of a dedicated division

PepsiCo is reorganising its marketing departments around the creation of the "Sports & Entertainment Center of Excellence (COE)," announced Brett O'Brien, chief sports officer at the American food and beverage group, on 06/05/2025.

"We are bringing together the best of our capabilities across sports, entertainment, gaming and influencers. Awesome opportunity for us to create deeper, more meaningful moments for consumers and partners alike. This is just the start, and we can’t wait to keep building. Stay tuned for more news to come in the weeks ahead across our portfolio of brands," said the executive in charge of the COE.

The aim of this new organisation is to devise a common strategy for all the group's brands. The teams within the COE will "focus on specific sports or topics, rather than the individual brands under PepsiCo's umbrella," added Brett O'Brien. One of the division's priorities is to "expand PepsiCo's reach in soccer, as the sport prepares for its big moment to try to win over US viewers" with the FIFA 2026 World Cup in the USA, Canada and Mexico and the Women's World…