PepsiCo has struck a multi-year global partnership with video game firm EA Sports, which will see three of its flagship brands sponsor the highly-anticipated FIFA-successor game, EA Sports FC.
Following the end of EA Sport’s 30-year partnership with FIFA earlier this year, the release of the first post-FIFA branded game, EA Sports FC, will be one the most anticipated in the firm’s history.
The lucrative deal will see Pepsi, Gatorade and Lay’s (Walkers) promoted across a range of collaborative activations and gaming experiences.
“EA Sports is an iconic brand in the realm of football and has revolutionised fan engagement. With PepsiCo’s history and extensive involvement in football and entertainment, our brands are uniquely positioned to push the boundaries of football fandom,” PepsiCo head of sports and global partnerships, Adam Warner, said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“This partnership enables us to reach football fans and communities worldwide, and to provide them with experiences that elevate their connection to the beautiful game.”
A slew of high-profile PepsiCo ambassadors will feature across a wide range of tie-in activity and experiences, including Brazil and Real Madrid star Vinícius Jr, and England and Arsenal stalwart Leah Williamson.
EA Sports FC vice-president of brand, David Jackson added: “For years, PepsiCo’s brands have been delivering memorable moments for football fans, and we’re energised to incorporate that rich heritage into our own experiences as we set forth on this remarkable journey with EA Sports FC.
“We’re proud to partner with PepsiCo to create more unmissable experiences that will undoubtedly captivate fans of the World’s Game.”
