PepsiCo has reaffirmed its long-term commitment to the development of women’s football through its sponsorship of the upcoming Women’s European Championship, which will be held across England starting 6 July.
The agreement will form part of a renewed five-year partnership with European football’s governing body UEFA, with the soft-drink giant having already been a global sponsor of UEFA’s flagship competition the Champions League since 2015.
A ‘heavyweight’ integrated marketing campaign will be launched in support of the partnership, with promotional materials being rolled out across digital, social media, PR, point-of-sale and out-of-home channels, alongside in-store activations.
On-pack promotions to raise the profile of the women’s game will also featured across Pepsi
Co-owned snack brands Doritos and Walkers.
International stars such as Lucy Bronze, Nikita Parris and Leah Williamson will be featured as part of the on-pack promotions, through which 750 pairs of Women’s Euro tickets will be made available. Cash prizes are also set to be on offer.
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“The sponsorship of the UEFA Women’s EURO 2022 and activating through our brands Walkers, Doritos and Pepsi MAX demonstrates our long term commitment to the women’s game,” PepsiCo marketing manager, Karina Carrico said.
“This year’s tournament is being hosted in England, and so we’re expecting to witness an incredible atmosphere, with fans generating huge excitement across the country.
Carrico concluded that: “The sponsorship is a brilliant opportunity for us to have the PepsiCo range front of mind for new and existing shoppers, driving footfall and sales for retailers.”
She added: “Our campaign will be about harnessing the nation’s passion and excitement during the UEFA Women’s EURO and elevating women’s football to the iconic status it deserves.
“Through our on-pack promotion, we will also be rewarding our shoppers with the chance to win fantastic prizes.
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