PepsiCo agrees new sponsorship deal with UEFA to extend UEFA Champions League partnership for the 2018-21 cycle.
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UEFA today announced the extension of PepsiCo's partnership with the UEFA Champions League for the 2018-21 cycle. The agreement also includes sponsorship rights for the UEFA Super Cup in 2018, 2019 and 2020.
Through various marketing campaigns and activations over the past three years, PepsiCo's brands have engaged with football fans around the world, offering unique UEFA Champions League experiences. In September 2017, Lay's partnered with the UEFA Foundation for Children to build an artificial football pitch at the Za'atari refugee camp in northern Jordan, providing its inhabitants with an opportunity to play and enjoy the game.
Commenting on the agreement, Guy-Laurent Epstein, UEFA Events SA Marketing Director, said:
"Since joining the UEFA Champions League partner family in 2015, PepsiCo and its brands have promoted the competition globally and we are pleased to continue our strong relationship into the 2018-21 cycle. From innovative digital activations, to on-pack promotions in over 100 markets, PepsiCo is the perfect partner for UEFA as we continue to build interest and awareness of the UEFA Champions League around the world. The UEFA Champions League Final Opening Ceremony presented by Pepsi has brought new audiences to the competition and we look forward to another exciting show in Kyiv."
Ramon Laguarta, PepsiCo Global President, said:
"PepsiCo has a great, storied history with the game of football, which is why we're delighted to be renewing our partnership with the UEFA Champions League. Over the past three years this has been a powerful, exciting platform, and we remain committed to bringing the best of football to millions of fans across the world."
This is the third partnership extension for the 2018-21 sponsorship sales process for the UEFA Champions League, with Heineken and Nissan signing new deals, while Santander has joined as a new partner. The worldwide sales of all UEFA club competition sponsorship rights are being carried out by TEAM Marketing AG on UEFA’s behalf.
Note to the editors:
UEFA Events SA is a wholly owned subsidiary of UEFA, created to manage and handle the European football governing body's commercial and event operations.
TEAM Marketing is currently seeking sponsors for the next cycle of the UEFA Champions League and UEFA Europa League.