South American soccer's governing body CONMEBOL has struck a commercial deal with global food and beverage giant Pepsico.
Through an agreement unveiled yesterday, the Lay's snack foods brand owned by Pepsico, through the Frito-Lay subsidiary, becomes an official sponsor of CONMEBOL's top-tier Copa Libertadores men's club competition.
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The deal has been brokered by heavyweight global sports marketing agency IMG, which has a commercial rights deal in place with CONMEBOL – through the FC Diez Media subsidiary – until 2030.
Media reports have suggested that this new CONMEBOL agreement with Pepsico also runs until 2030.
It has been unveiled with the final of this year's Copa Libertadores set to take place on November 28 in Montevideo, Uruguay, between Brazil's Palmeiras, and Estudiantes of Argentina.
Other Libertadores sponsors, meanwhile, include the likes of EA FC, Amstel, Coca-Cola, Hyundai, Mastercard, TCL, and Mapfre.
The existing Coca-Cola deal is likely the reason PepsiCo's Lay's brand has joined up through this new deal.
Alejandro Dominguez, president of CONMEBOL, commented: "This partnership with Lay’s strengthens the global reach of our competitions and allows us to continue bringing South American football closer to its fans around the world."
In terms of recent CONMEBOL activity, the soccer body announced a renewal with Spanish sports rights and production agency Mediapro earlier this month, through 2030.
Through the extended agreement, the company will take responsibility for producing and distributing the international feed for around 700 matches a year, plus the on-site production of every match played in Bolivia.
Lay's, meanwhile, was also a sponsor of men's soccer's 2022 and 2026 FIFA World Cups, with this year's edition having taken place across Mexico, the US, and Canada.
It was also a partner of the 2023 FIFA Women's World Cup in Australia and New Zealand.
