PepsiCo sticks with Champions League to 2021
PepsiCo, the US soft drinks and snack foods giant, has renewed its sponsorship of the Uefa Champions League, European soccer's elite clubs competition, for a second cycle.
The new three-year deal, announced today, covers the 2018-19 to 2020-21 campaign, and also includes the Uefa Super Cup, the annual match between the winners of the Champions League and the second-tier Europa League, between 2018 and 2020.
PepsiCo first came on board ahead of the 2015-16 Champions League season.
Guy-Laurent Epstein, marketing director of Uefa Events, said: "Since joining the Uefa Champions League partner family in 2015, PepsiCo and its brands have promoted the competition globally and we are pleased to continue our strong relationship into the 2018-21 cycle. From innovative digital activations, to on-pack promotions in over 100 markets, PepsiCo is the perfect partner for Uefa as we continue to build interest and awareness of the Uefa Champions League around the world."
Ramon Laguarta, PepsiCo global president, said: "PepsiCo has a great, storied history with the game of football, which is why we're delighted to be renewing our partnership with the Uefa Champions League. Over the past three years this has been a powerful, exciting platform, and we remain committed to bringing the best of football to millions of fans across the world."
PepsiCo joins Heineken and Nissan in extending its Champions League contract for the next cycle, with Santander the only new partner on board to date, replacing UniCredit.
As revealed by Sportcal six months ago, Uefa and its marketing agency Team have tweaked the Champions League commercial model for the next cycle, with eight official partner vacancies, one more than in the present cycle.
Alongside PepsiCo, Heineken, Nissan and UniCredit, the existing Champions League sponsors are MasterCard, Sony and Gazprom. Team is still out in the market seeking sponsors for the next cycle in the categories of airlines, technology and energy.
German sportswear giant Adidas provides the match ball to both the Champions League and the Europa League, but the supplier package will shift to an official licensee from 2018-19, and Molten has already picked up the contract for the secondary competition.