NYON: PepsiCo has today announced the renewal of its UEFA Champions League partnership for the 2021–24 cycle, continuing its long-running relationship with the competition. The agreement also includes sponsorship rights for the UEFA Super Cup in 2021, 2022 and 2023.

PepsiCo joins Heineken and Mastercard in committing to sponsoring the UEFA Champions League from 2021 to 2024. The worldwide sales of all UEFA men’s club competition sponsorship rights are being carried out by TEAM Marketing AG on UEFA’s behalf.

The European football federation’s marketing director Guy-Laurent Epstein said: “PepsiCo has been a UEFA Champions League partner since 2015 and we are delighted to welcome them onboard for another three-year cycle.

“PepsiCo is a trusted, innovative and influential partner and we are looking to draw on this energy and experience in order to work together to develop a wide range of activations, which will benefit football fans across the globe in the coming years.”

Ram Krishnan, PepsiCo’s global chief commercial officer, said: “Since becoming a sponsor in 2015, the PepsiCo and UEFA partnership has become stronger and more exciting each year.

“Today it is the largest global platform we activate against, with more than 100 of our markets eagerly participating each season with best-in-class commercial programmes, from iconic pack solutions and point of sale activations to engaging marketing campaigns with some of football’s best athletes supporting our brands.”

In August, PepsiCo signed a multi-year partnership with UEFA Women’s football, under which the food and beverage company will support women’s football at all levels through to 2025 while also becoming a main partner of the UEFA Women’s Champions League and UEFA Women’s EURO.