We are used to see Coca-Cola part of the football marketing landscape. Its arch rival Pepsi enters the room with great noise by partnering with the top football clubs competition.
The partnership, which starts 1 July and runs for three years, will also feature the snacking giant’s Doritos, Lipton and 7UP brands – though PepsiCo is yet to reveal details of its sponsorship programme.
“With more than a billion football fans watching the matches every season, this new partnership offers unprecedented opportunities for both parties,” said Ramon Laguarta, PepsiCo Europe CEO.
“UEFA Champions League fans can expect some fantastic new experiences from Lay’s, Gatorade and Pepsi MAX as we head into the 2015/16 season,” he added.
Guy-Laurent Epstein, UEFA events SA marketing director, said: “We are delighted to welcome PepsiCo as an official partner of the UEFA Champions League.”
PepsiCo’s existing sports league partners include the National Basketball Association, National Football League, National Hockey League, Major League Baseball, Indian Premier League and International Cricket Council.
Are we witnessing a similar Mastercard – Visa war with the former sponsoring the Champions League and the latter the World Cup? So far, it seems to be that the approach is not to use Pepsi as the sole brand but to activate several Pepsi owned brands.