August 26 – US food and beverage giant PepsiCo has taken a deep step into the women’s game in Europe with the signing of a five-year sponsorship running through to the end of the 2025 season.
The deal covers the UEFA Women’s EURO and UEFA Women’s Champions League as a main partner, as well as European Women’s Under-19 and Under-17 Championships, Women’s Futsal EURO, and UEFA’s Together #WePlayStrong programme – the social outreach initiative that encourages more girls and women to play football.
PepsiCo is currently a sponsor of the UEFA Champions League. The UEFA Women’s Champions League final will be played August 30. Tonight PSG face reigning champions Olympique Lyonnais in the second semi-final of the 2019/20 competition. The winner will face Wolfsburg in the final.
The PepsiCo sponsorship is recognition of the major strides UEFA’s women’s competitions have taken in Europe
“PepsiCo is proud to unify and strengthen our global partnership with UEFA to now include UEFA Women’s football,” said Ram Krishnan, global chief commercial officer, PepsiCo. “This is an energising moment in the evolution of the sport – and for our business around the world. We look forward to helping accelerate the vibrant women’s game and are committed to the future of women’s football.”
UEFA took the decision to split the marketing of its men’s and women’s competitions two years ago and sell the commercial opportunities separately, rather than the women’s game as a bolt-on to men’s competition. That decision is now starting to bear fruit as bigger sponsors start to turn to the opportunities of the women’s game and its increased profile and improved competition structures.
“The popularity of and interest in women’s football is increasing with every year and this is why we are delighted to have such a trusted partner as PepsiCo join us on this exciting journey,” said Guy-Laurent Epstein, marketing director of UEFA Events SA. “Over the last five years, PepsiCo has been an innovative and influential partner of the UEFA Champions League and we are looking to draw on this energy and experience in order to take the women’s game to new heights.”
No value was given for the deal.
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