April 9 – PepsiCo, who have been a supporter of UEFA Women’s Football since 2019, have renewed their sponsorship until 2030.
The agreement – which will be activated with Pepsi, Lay’s and Gatorade brands – covers the Women’s Champions League from the 2025/26 season, which will be the first season of the new league phase format, until 2029/30. It also covers the Women’s EURO 2029.
As part of the agreement the Pepsi Kick Off Show will come to both the Women’s Champions League final and the Women’s EURO 2029 final.
Aside from the finals, from the quarter-final onwards, Pepsi-branded in-stadium activations will include live performances and fan-powered experiences before kick-off.
Lay’s will activate via exclusive digital content and immersive in-stadium experiences, whole, Gatorade, through its global ‘Fuel Tomorrow’ campaign, is expanding access to the game by supporting grassroots programmes, providing equipment and safe playing spaces, and investing in coaching development.
Gatorade will also support UEFA’s elite referee programme as well as having a strong sideline presence at Women’s Champions League and Women’s EURO matches.
Guy-Laurent Epstein, UEFA marketing director, said: “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. Together, we will continue to elevate the women’s game, inspiring the next generation of players and fans alike.”
PepsiCo is the first of UEFA’s Women’s Football sponsors to renew for the new commercial cycle.
Adam Warner, Vice President Global Sports & Entertainment Partnerships at PepsiCo, said: “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. Football is a global passion, and PepsiCo is uniquely positioned to continue creating unexpected moments that inspire fans and drive commercial success.”
PepsiCo sponsorship rights also cover the UEFA European Women’s Under-19 and Under-17 Championships, and the UEFA Women’s Futsal EURO, as well as UEFA’s Together #WePlayString programme.
“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,” said Warner.
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