PepsiCo has announced a new multi-year global partnership with EA SPORTS, which sees its three flagship brands – Pepsi, Gatorade and Lay’s – proud as new partners for the long-awaited EA SPORTS FC.
The strategic agreement sees both parties working together to provide gaming experiences that delight today’s football fans, and allows PepsiCo to further build on its rich football entertainment heritage as part of its overarching business strategy to create fun games for fans, and events that combine the fields of football, music and games.
PepsiCo’s lucrative global football talents, including Vini Jr. (Brazil and Real Madrid) and Leah Williamson (England and Arsenal), will be featured in a host of upcoming activations that include a variety of entertaining crossovers, in-game integrations and promotional events. These promotions will provide fans with exclusive experiences and valuable in-game rewards. The partnership will also create a platform for further collaboration on existing PepsiCo initiatives to advance football and promote gender equality in sport.
Head of Global Sports and Partnerships at PepsiCo, Adam Warner, commented : “EA SPORTS is an iconic brand in the realm of football and has revolutionized fan engagement. 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, said: “For years, PepsiCo’s brands have been delivering memorable moments for football fans, and we’re energised 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.”
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