English soccer’s Football Association (FA) governing body has announced a new four-year deal with beverage giant PepsiCo that will see its Pepsi Max brand become the official soft drinks partner of the country’s senior men’s and women’s teams.
The agreement comes as the men’s team gears up to participate in the flagship FIFA 2026 World Cup being held across the US, Canada, and Mexico, from June 11 to July 19.
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Natalia Filippociants, general manager for International Beverage at PepsiCo, said: “Football has always been at the heart of Pepsi MAX. Partnering with England ahead of a major summer tournament makes this even more special. We’re excited to play our part in the journey — supporting the team and celebrating the fans who will be behind them every step of the way.”
The FA has said the partnership will aim to bring supporters closer to the teams through a series of fan-focused activations, including digital content, limited-edition packaging, and matchday fan experiences, starting with a social film featuring England players Lauren James and Elliot Anderson launching the deal.
As part of the partnership, Pepsi Max also becomes a founding partner of the FA’s new initiative designed to support the women’s game by creating more opportunities for emerging talent to find a path into the senior women’s team.
James Gray, the FA’s commercial director, said: “We’re incredibly excited to partner with Pepsi Max, a brand that truly understands fan culture and shares our ambition to elevate the experience around the game far beyond the 90 minutes.
“From backing our senior national teams to investing in the future of the England pathway, this is a partnership built for impact, and together we can deliver bold, innovative moments that bring fans closer to England teams, on matchdays and well beyond.”
The partnership builds on PepsiCo’s commercial tie-up with England’s Wembley Stadium, the home of the England national team, struck last October.
As the official carbonated soft drinks and crisps partner of the venue, PepsiCo’s crisp brands (including Walkers, Doritos, and Cheetos), and its range of soft drinks (such as Pepsi Max), will be stocked at outlets across the 90,000-seater stadium.
PepsiCo has recently turned its attention to soccer, with new partnerships secured with the Leagues Cup, the annual soccer competition featuring clubs from the US’ top-tier Major League Soccer (MLS) and Mexico’s top-tier Liga MX, and the Saudi Pro League competition, as well as an extension to its partnership with European soccer’s UEFA for its women’s tournaments.
PepsiCo has been a supporter of the men's top-tier UEFA Champions League since 2015 and UEFA Women’s Football since 2019.
The company’s Frito-Lay snack business, meanwhile, is a global sponsor for both the men’s 2026 and women’s 2027 FIFA World Cups.
The new agreement also comes a week after PepsiCo announced the launch of Pepsi Football Nation, a marketing platform that will house content with Pepsi’s soccer ambassadors, social-first videos, and more.
The brand counts high-profile soccer players in its roster, including Vinícius Junior, Alexia Putellas, Florian Wirtz, and Lauren James, as well as former England legend David Beckham.
