The food and beverage giant wants to fuse entertainment and soccer and sees the value in investing in the world’s most popular sport.
While in the US sports and other entertainment have long been linked, such events are relatively new to European soccerafter singing over her performance before last year’s final between Liverpool and Real Madrid.
PepsiCo has been involved with soccer for decades, initially working “with talent more than properties”. There were a series of campaigns in the 2000s with former Manchester United and Real Madrid star David Beckham, and Gatorade has worked with clubs since the 1980s.“We were really one of the first brands to elevate the women's game at that level.”
The Champions League, the most lucrative competition in club soccer, gives PepsiCo the chance to tell such “purposeful stories”, as well as activate nine months of the year, says Kirkham.
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