Marketing: Pepsi structures a new brand platform "celebrating football culture"

PepsiCo, an American food group, has unveiled "Pepsi Football Nation", its platform dedicated to Pepsi’s football sponsorship assets, on 20/03/2026.

The platform is designed "to bring football culture into everyday life from Rio de Janeiro (BRA) to London (GBR), beyond the 90 minutes of play." This launch featured the brand’s football ambassadors: David Beckham (GBR), Alexia Putellas (ESP), Vinícius Júnior (BRA), Lauren James (GBR) and Florian Wirtz (GER).

PepsiCo, through its Lay’s brand (chips), has been a partner of UEFA for the Champions League since 2015-16, under an agreement extended for the current rights cycle (2024-2027) on 21/06/2023, and is notably a partner of the "Kick Off Show presented by Pepsi", the opening ceremony of the Champions League final. On the other hand, the group is not involved in the Europa League or the Conference League.

Pepsi has thus gathered all its football-related activities under the Pepsi Football Nation platform, which has been developed as a dedicated website. "Pepsi Football Nation celebrates fandom in all its expressions. It honours chants…