PepsiCo Forms Global Partnership with EA Sports for Flagship Brands
PepsiCo has announced a multi-year global partnership with EA Sports, establishing Gatorade, Lay's, and Pepsi as official partners of the soccer video game property EA Sports FC. The collaboration aims to deliver engaging gaming experiences for fans through various marketing activations and in-game integrations. The partnership will leverage PepsiCo's roster of global ambassadors and soccer talent, such as Vini Jr (Brazil and Real Madrid) and Leah Williamson (England and Arsenal), to create entertainment crossovers and exclusive on-pack promotions. Additionally, the alliance will provide a platform for PepsiCo's initiatives focused on soccer participation and gender equality in sports. Adam Warner, head of global sports and partnerships at PepsiCo, expressed excitement about the partnership, recognizing EA Sports as an iconic brand that has revolutionized fan engagement.
The announcement of this partnership coincides with the release of the announcement trailer for EA Sports FC 24 and precedes the start of the Women's FIFA World Cup. The timing is crucial for EA Sports, as it generates buzz for its new offering following the end of its licensing agreement with FIFA last year, which led to the discontinuation of the popular FIFA-branded gaming series. Pepsi has consistently sought to connect with soccer fans and support women in the sport. The company recently sponsored the inaugural Women's Finalissima and established partnerships with Yum Brands' Pizza Hut and KFC for marketing activations tied to the UEFA Champions League competition.