PepsiCo inks a multi-year deal with EA SPORTS FC to shape football fandom
- Wednesday, July 12th, 2023
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PepsiCo has been revealed as the primary global brand partner for EAs major new football gaming franchise, EA SPORTS FC.
The strategic agreement will see both parties collaborate to deliver gaming experiences that create moments of joy for modern football fans as well as experiences and activities that unite the realms of football, music, and gaming.
It all sounds a bit generic, but it should ensure huge reach for PepsiCo and its flagship brands – Pepsi, Gatorade, and Lays.
The deal a significant for EA too. Last year, the gaming giants 30 year partnership with FIFA was terminated. That meant no more FIFA football games. What would EA do next? The answer came earlier this year when it unveiled EA Sports FC as its new football brand.
It was announced with more meaningless jargon, but the essence seems to be that EA wants to focus more on fans. The new game will comprise more than 19,000 licensed players, 700 teams and 30 leagues.
With this new partnership, PepsiCo will give EA access to its roster of football talents – such as Vini Jr (Brazil and Real Madrid) and Leah Williamson (England and Arsenal) – and will feature in forthcoming activations, including entertainment crossovers, in-game integrations, and on-pack promotions.
Adam Warner, Head of Global Sports and Partnerships at PepsiCo, said: “EA SPORTS is an iconic brand in the realm of football and has revolutionized fan engagement. With PepsiCos history and extensive involvement in football and entertainment, our brands are uniquely positioned to push the boundaries of football fandom. This partnership enables us to reach football fans and communities worldwide, and to provide them with experiences that elevate their connection to the beautiful game.”