Extension until 2030 marks first deal since Two Circles was appointed sponsorship sales agency for European soccer body’s women’s competitions.
Food and beverage giant PepsiCo has renewed its sponsorship of Uefa’s women’s national team and club competitions until 2030, ensuring its Pepsi, Lay’s and Gatorade brands continue to feature prominently in stadiums during Women’s Champions League and Women’s Euro matches for the next five years.
Confirmed:
- Pepsi will stage its ‘Kick-Off Show’ at Women’s Champions League and Women’s Euro 2029 finals
- Soft drink brand will also run in-stadium activations, live performances and other experiences during every Champions League knockout round from the quarter-final onwards
- Lay’s assets include exclusive digital content and in-stadium experiences
- Gatorade will provide backing to grassroots programmes through its ‘Fuel Tomorrow’ initiative, as well as supporting Uefa’s elite referee programme
- Sports drink will also have a sideline presence during Women’s Champions League and Women’s Euro matches
- Other tournaments covered in the deal include the European Women’s Under-19 and Under-17 Championships and the Women’s Futsal Euro
Context:
This is the first deal secured for the 2025/26 to 2029/30 commercial cycle by Two Circles, which last year was appointed as the exclusive sponsorship and media rights sales agency for Uefa’s women’s soccer properties.
It comes ahead of a change of format for the Women’s Champions League, which from next season will adopt the league phase that has been rolled out this year in the men’s tournament, with each club playing six games against different opponents.
The renewal prolongs a relationship dating back to 2020, when PepsiCo became one of the first dedicated sponsors of Uefa’s women’s properties after European soccer’s governing body unbundled the commercial rights to its women’s competitions.
PepsiCo has also been a partner of the men’s Champions League since 2015, with its current deal set to run until 2027.
Adam Warner, vice president of global sports and entertainment partnerships at PepsiCo, said: “Extending our partnership with Uefa women’s football harnesses the power, resources, and scale of three iconic brands to further elevate the sport. This renewal, alongside the prestige of the Uefa Women’s Champions League, will expand the reach and impact of the game, driving its continued growth on the world stage.”
Credit: https://www.sportspro.com/news/uefa-pepsico-womens-champions-league-euros-sponsorship-cycle-april-2025/