PepsiCo entered into a multi-year global partnership with EA Sports Tuesday (July 11), making three of its flagship brands — Gatorade, Lay’s and Pepsi — partners of the soccer video game property EA Sports FC, according to a press release. The news comes one day after the release of the announcement trailer for EA Sports FC 24.
Through the tie-up, PepsiCo and EA will work together to deliver fan-forward gaming experiences, relying on the CPG giant’s roster of global ambassador’s and soccer talent including Vini Jr (Brazil and Real Madrid) and Leah Williamson (England and Arsenal) for various marketing activations like entertainment crossovers and in-game integrations.
Additionally, on-pack promotions will include the opportunity to unlock exclusive experiences and in-game rewards. The partnership will also give a platform to other PepsiCo initiatives, such as ongoing efforts to encourage soccer participation and increase gender equality in sports.
"EA Sports is an iconic brand in the realm of football and has revolutionized fan engagement. With PepsiCo's history and extensive involvement in football and entertainment, our brands are uniquely positioned to push the boundaries of football fandom," said Adam Warner, head of global sports and partnerships at PepsiCo, in a press statement.
The partnership announcement comes not only ahead of the release of EA Sports FC 24, but also just days away from the start of the Women’s FIFA World Cup, which could help EA Sports generate buzz for its new offering at a critical time. The release of the title represents the first soccer game from the company after it failed to reach a new licensing agreement with FIFA last year, putting an end to the widely known FIFA-branded gaming series.
Pepsi has often aimed to gain a foothold with soccer fans, having recently sponsored the inaugural Women’s Finalissima, a one-off soccer match organized by the European and South American soccer leagues, among other efforts geared toward support women in the sport. Last year, the company also struck a partnership with Yum Brands chains Pizza Hut and KFC for marketing activations timed to the UEFA Champions League competition.