PepsiCo Extends UEFA Women’s Football Partnership Through 2030
PepsiCo has reaffirmed its long-term commitment to women’s sport by extending its partnership with UEFA Women’s Football through 2030, marking a significant milestone in brand-led support for the women’s game across Europe.
This renewed multi-year agreement builds on the relationship that began in 2020, encompassing UEFA Women’s EURO, the UEFA Women’s Champions League, and the UEFA Women’s Under-19 and Under-17 Championships. It also continues the Lay’s RePlay initiative, which focuses on creating sustainable football pitches in underserved communities—a move that aligns with PepsiCo’s wider ESG ambitions and commitment to community development.
Since the start of its collaboration with UEFA, PepsiCo has leveraged its global brand portfolio—including Lay’s, Gatorade, and Pepsi MAX—to spark greater visibility and engagement for the women’s game. Campaigns such as the 2022 “I’m In” initiative featured high-profile players like Lucy Bronze, Asisat Oshoala, and Alexia Putellas, successfully driving awareness and fan involvement across key markets.
For FMCG brands, this partnership presents a strong case for the commercial and social value of investing in women’s sport. PepsiCo has reported sustained growth in brand affinity and fan engagement tied to its UEFA activations, demonstrating the potential of sport sponsorships to complement core business objectives in increasingly values-driven consumer landscapes.
UEFA reports that the 2022 UEFA Women’s EURO generated 365 million global viewers—a record figure that signals accelerating audience interest and commercial opportunity. With women’s football positioned as a strategic growth driver, PepsiCo and UEFA aim to deepen grassroots impact, improve access to the sport, and fuel broader cultural relevance through this extended deal.
“This partnership has helped us drive meaningful progress in sport and society,” said Ram Krishnan, CEO of PepsiCo International. “We remain committed to continuing this impact through 2030 and beyond.”
For brand managers and marketers in the FMCG space, PepsiCo’s UEFA renewal underscores the benefits of long-range sports marketing strategies that align with inclusion, sustainability, and local community uplift—areas increasingly at the forefront of consumer loyalty and stakeholder expectations.