PepsiCo Extends UEFA Women’s Football Partnership Through 2030
PepsiCo has strengthened its long-standing commitment to women’s sports by renewing its partnership with UEFA Women’s football until 2030. The extension positions the global FMCG giant as a continued force in shaping the future of women’s football, reaffirming brand presence across key touchpoints in Europe and beyond.
The partnership, which began in 2020, has supported major UEFA competitions including the UEFA Women’s Champions League and the UEFA Women’s EURO. This latest renewal underscores PepsiCo’s ongoing strategy of leveraging sports sponsorship as a platform to drive equity and inclusion, particularly for women in sport.
The extended agreement will focus heavily on delivering grassroots impact with initiatives to inspire and empower the next generation of female footballers. Among these efforts is PepsiCo’s longstanding Educate. Inspire. Empower. program, developed in collaboration with the UEFA Foundation for Children. The initiative has already rolled out projects in countries like Turkey, Jordan, and Saudi Arabia, using sports education to uplift communities.
Brand engagement under the extended deal will feature prominent PepsiCo brands including Pepsi, Lay’s, Doritos, and Gatorade—all of which have been actively integrated in previous campaigns promoting women’s football. Lay’s has notably made headlines in recent years with its innovative football field campaigns built from recycled crisp packets, showcasing the brand’s dual commitment to both sustainability and sport.
UEFA’s head of women’s football, Nadine Kessler, praised the renewed collaboration, citing PepsiCo’s impactful marketing and global reach as key drivers in accelerating the growth of the women’s game. The extended sponsorship builds on UEFA’s mission to expand visibility and investment in women’s football, which continues to experience record-breaking viewership and fan engagement following high-profile tournaments such as UEFA Women’s EURO 2022 and the UEFA Women’s Champions League.
For FMCG brands, PepsiCo’s renewed investment reflects a clear trend: sport—particularly women’s sport—is no longer just a sponsorship platform, but a strategic vehicle for long-term brand building, purpose-led marketing, and community activation. With women’s football gaining momentum, FMCG players aligning with the sport stand to strengthen audience connection, drive brand relevance, and support social impact at scale.