PepsiCo Renews UEFA Sponsorship to Back Women’s Football Through 2025
PepsiCo has extended its UEFA partnership to remain a key sponsor of top-tier women’s football competitions through the end of the 2024/25 season. The FMCG giant continues its position as an official sponsor of a growing UEFA women’s portfolio, including the Women’s Champions League, Women’s Euro, Women’s Finalissima, and the Women’s Under-19 and Under-17 European Championships.
This extension builds on a successful collaboration that began in 2020, reinforcing PepsiCo’s strategic focus on equality, diversity, and inclusion within global sport. As part of the renewed deal, the company will work closely with UEFA to support the UEFA Women’s Football Strategy and maintain its commitment to advancing the women’s game at both grassroots and elite levels.
Notably, PepsiCo will deliver activation campaigns across its leading beverage and snack brands including Pepsi, Lay’s, Doritos, and Gatorade. Previous campaigns—such as Lay’s RePlay, which launched sustainable football pitches in underserved communities—have underscored the brand’s purpose-led marketing strategy, a growing trend among FMCG players seeking to align with social impact.
Pep Guardiola and several women’s football stars have previously fronted UEFA-backed campaigns for Pepsi, showcasing a broader shift in sports sponsorships: aligning with influential talent while building culturally resonant content to heighten brand connection and fan engagement.
This long-term investment reflects the shifting commercial dynamics in women’s sport. The value of the women’s game is expanding rapidly, with increased visibility, more official broadcast deals, and stronger fan engagement. FMCG brands are seizing the opportunity to associate with platforms that offer strong return on equity and growing international reach.
Michele Uva, UEFA’s Director of Social and Environmental Sustainability, commented that PepsiCo’s renewed backing marks a significant step in innovating and growing women’s football. This aligns with PepsiCo’s own sustainability and social value goals, offering brand alignment across purpose, audience reach, and progressive sports marketing tactics.
With the sponsorship cycle running until April 2025, PepsiCo strengthens its investment in high-visibility global sporting events that provide multifaceted value—from shopper engagement and youth outreach to ESG alignment—making this partnership a clear signal of the evolving sponsorship strategies within the FMCG sector.