By Alfaritsy 
PepsiCo renews its UEFA Women’s Football deal, boosting global football growth with Pepsi®, Lay’s®, and Gatorade® as key supporters.
PepsiCo continues to champion women’s football by extending its UEFA partnership until 2030. This move reaffirms its global commitment.
UEFA Women’s Football Partnership With PepsiCo
PepsiCo first partnered with UEFA Women’s Football in 2019. It now becomes the first brand to renew for another five years.
This extended partnership includes exclusive rights to the UEFA Women’s Champions League and UEFA Women’s EURO 2029.
With football viewership reaching record highs, PepsiCo sees massive potential in supporting the game’s rapid growth and popularity.
Pepsi and Pre-Match Entertainment
Pepsi brings high-energy performances to UEFA finals. It will now also deliver Kick-Off Shows at the UWCL and EURO 2029 finals.
These shows blend music, football culture, and fan interaction. The goal is to create unforgettable fan moments across Europe.
Starting in 2025, Pepsi will add immersive entertainment to all UWCL knockout matches from the quarterfinals onward.
Lay’s and Fan Engagement
Lay’s will continue enhancing the football-watching experience at home and in stadiums. Its “No Lay’s, No Game” platform returns.
The brand connects deeply with fans through exclusive digital content and engaging in-stadium experiences before matches begin.
Football star Alexia Putellas joins Lay’s as brand ambassador. She brings her legacy and leadership to represent Lay’s values.
Gatorade Fuels Future Football Stars
Gatorade expands its grassroots support via the “Fuel Tomorrow” initiative. It aims to provide young athletes with tools to succeed.
This includes better access, training, and safe places to play. It also focuses on mentoring and coaching support worldwide.
Gatorade will continue sponsoring UEFA referees and remain a sideline presence at major women’s matches under the new deal.
PepsiCo’s Global Football Commitment
“For over 50 years, football has been in our DNA,” said Adam Warner, PepsiCo VP of Global Sports Partnerships.
He emphasized the unique position of PepsiCo to engage fans and drive growth through powerful, purpose-driven initiatives.
UEFA’s Endorsement of PepsiCo’s Role
UEFA praised PepsiCo’s long-standing support for women’s football. The renewed partnership aligns with UEFA’s growth strategy.
Guy-Laurent Epstein, UEFA marketing director, highlighted the collaboration’s impact on investment, visibility, and global reach.
Conclusion: Long-Term Vision for Women’s Football
Since 2015, PepsiCo has expanded its football impact globally. Lay’s, Gatorade, and Pepsi continue playing crucial roles.
By investing in players, fans, and community programs, PepsiCo strengthens its mission to grow football for everyone.