PepsiCo’s flagship brands Pepsi, Pepsi Max, Lay’s and Gatorade are joining forces with the UEFA Champions League as PepsiCo signed a new partnership with the European club football tournament.

The agreement will officially begin on July 1, prior to the start of the 2015/16 season.

Pepsi, Pepsi MAX, Lay’s and Gatorade will serve as lead brands for the tournament.

In addition, PepsiCo will also integrate Doritos, Lipton and 7UP brands into the sponsorship programme.  

Ramon Laguarta, PepsiCo Europe chief executive officer, said: “Today’s announcement takes PepsiCo’s long-standing relationship with great football to another level. The UEFA Champions League is without a doubt one of the most prestigious football competitions in the world, and with more than a billion football fans watching the matches every season, this new partnership offers unprecedented opportunities for both parties.

“PepsiCo’s food and beverage brands, combined with the power of the UEFA Champions League, are a perfect fit. In joining forces we can create great opportunities for friends and families to come together and enjoy themselves.

“Together we will take the union between football and entertainment to new heights and UEFA Champions League fans can expect some fantastic new experiences from Pepsi, Pepsi MAX, Lay’s and Gatorade as we head into the 2015/16 season. Stay tuned!”

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 is a truly global partner, and we are excited to be working closely with them on engaging fans across the world through innovative marketing activations, while also benefiting from their extensive experience in the entertainment area to further enhance the UEFA Champions League brand.” - TradeArabia News Service