UEFA: exclusive negotiations with PepsiCo for sponsorship of men's club competitions (2027-2033)

PepsiCo, an American food group, has entered into exclusive negotiations with UC3, the joint venture between UEFA and European Football Clubs (EFC), for sponsorship of the men's club competitions organised by the European Confederation over the 2027-2033 commercial cycle, announced the body on 19/12/2025.

These negociations are for the "soft drinks" sponsorship category of the relevant competitions (Champions League, Europa League, Conference League and UEFA Supercup), and follow a call for tenders launched by UC3 in collaboration with Relevent Football Partners, a subsidiary of Relevent Sports Group created on 27/05/2025 and dedicated to the marketing of the global commercial rights of UEFA's men's club competitions from 2027. The company succeeded the Swiss agency TEAM Marketing, which was responsible for marketing these rights over the 2024-2027 cycle.

• PepsiCo has been a UEFA partner for the Champions League since 2015-16, as part of an agreement extended over the current rights cycle (2024-2027) on 21/06/2023, but is not a sponsor of the Europa League or the Conference League.
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