Soft drinks and snack foods giant PepsiCo has entered into a new multi-year global partnership with video game developer EA Sports.
The deal makes three of PepsiCo’s flagship brands – Pepsi, Gatorade, and Lay’s – the food and beverage partners for the new EA Sports FC soccer game – EA's replacement for its FIFA series following the conclusion of its partnership with soccer's international governing body.
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The agreement between PepsiCo and EA Sports will see the two parties collaborate on "delivering gaming experiences that create moments of joy for modern football fans.”
PepsiCo’s soccer global ambassadors, such as Brazil and Real Madrid player Vinícius Júnior and England and Arsenal player Leah Williamson, will feature in activations such as entertainment crossovers, in-game integrations, and on-pack promotions that will grant fans access to exclusive experiences and in-game rewards.
The partnership will also include collaboration on existing PepsiCo initiatives based on encouraging participation in soccer and gender equality in soccer.
Adam Warner, head of global sports and partnerships at PepsiCo, said: "EA Sports is an iconic brand in the realm of football and has revolutionized fan engagement.
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By GlobalData“With PepsiCo's history and extensive involvement in football and entertainment, our brands are uniquely positioned to push the boundaries of football fandom.
“This partnership enables us to reach football fans and communities worldwide, and to provide them with experiences that elevate their connection to the beautiful game.”
David Jackson, vice president of brand at EA Sports FC, added: "For years, PepsiCo's brands have been delivering memorable moments for football fans, and we’re energized to incorporate that rich heritage into our own experiences as we set forth on this remarkable journey with EA Sports FC.
“We’re proud to partner with PepsiCo to create more unmissable experiences that will undoubtedly captivate fans of the world’s game.”
EA Sports has revealed its 30 cover stars for EA Sports FC 24, which include Vinícius, Williamson, Erling Haaland, David Beckham, and Ronaldinho.
The FIFA games ordinarily had one to three cover stars, with this also marking the first time that past legendary players are on the cover.
Last month PepsiCo and European soccer’s governing body UEFA announced the extension of their major commercial partnership until June 2027.
Meanwhile last week LaLiga, the organizer of Spanish soccer’s top two divisions, unveiled the new monikers its competitions will adopt as it prepares to enter its inaugural season with title sponsor EA Sports in August.
The top-tier division will be named LaLiga EA Sports, while its second division will be renamed LaLiga Hypermotion in reference to the motion capture technology used by the developer for its soccer series.
