PepsiCo Extends UEFA Women’s Football Sponsorship to 2030

April 9, 2023 – PepsiCo has secured a sponsorship renewal with UEFA for its women’s national team and club competitions, extending until 2030. This agreement will prominently feature Pepsi, Lay’s, and Gatorade brands during the Women’s Champions League and Women’s Euro matches over the next five years.

This deal marks the first secured contract by Two Circles, which was appointed as the exclusive sales agency for UEFA’s women’s soccer properties. The new agreement comes ahead of a format change for the Women’s Champions League, introducing a league phase that will mirror the men’s tournament, allowing each club to face six different opponents.

PepsiCo initially began its sponsorship of UEFA women’s properties after the governing body unbundled their commercial rights. The company has also been a partner of the men’s Champions League since 2015, with that deal running through 2027.

Adam Warner, vice president of global sports and entertainment partnerships at PepsiCo, expressed enthusiasm about the renewal, stating, “Extending our partnership with UEFA women’s football harnesses the power, resources, and scale of three iconic brands to further elevate the sport. This renewal, alongside the prestige of the UEFA Women’s Champions League, will expand the reach and impact of the game, driving its continued growth on the world stage.”

As the first sponsorship deal for the upcoming commercial cycle, Two Circles is aiming to retain support from existing partners while striving to exceed the annual commercial revenue of €9.8 million (US$10.8 million) generated from the Women’s Champions League. Current sponsors include Visa, Amazon, Adidas, Euronics, Grifols, and Hublot.

The terms of the contract include several initiatives. The Pepsi Kick Off Show will feature at both the Women’s Champions League final and Women’s EURO 2029 final. Furthermore, beginning from the quarter-finals, Pepsi-branded in-stadium activations will incorporate live performances and fan experiences prior to games.

Lay’s will deliver exclusive digital content and immersive experiences, while Gatorade will support grassroots initiatives, offering equipment and safe playing environments, and investing in coaching development. Additionally, Gatorade will contribute to UEFA’s elite referee program, maintaining a visible presence at events.

Guy-Laurent Epstein, UEFA marketing director, commented, “As women’s football continues to reach new heights, we’re delighted to extend our fruitful partnership with PepsiCo and its iconic brands, Lay’s and Gatorade. PepsiCo’s longstanding commitment to growing the game aligns seamlessly with UEFA’s new Women’s Football Strategy, driving investment, visibility, and growth at all levels of the football pyramid.”

PepsiCo is the first to renew its sponsorship within UEFA’s Women’s Football portfolio for the new commercial cycle. Warner emphasized the longstanding connection between PepsiCo and football, remarking, “For over 50 years, football culture has been in our DNA, championing players and fans alike through partnerships, campaigns, and communities that celebrate the spirit of the game.”

The sponsorship rights also include UEFA European Women’s Under-19 and Under-17 Championships, UEFA Women’s Futsal EURO, and the UEFA’s Together #WePlayStrong program.