PepsiCo entered right 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, in line with a press release. The news comes at some point after the discharge 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, counting on the CPG giant’s roster of worldwide 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 chance to unlock exclusive experiences and in-game rewards. The partnership may also give a platform to other PepsiCo initiatives, comparable to ongoing efforts to encourage soccer participation and increase gender equality in sports.
“EA Sports is an iconic brand within 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 worldwide sports and partnerships at PepsiCo, in a press statement.
The partnership announcement comes not only ahead of the discharge of EA Sports FC 24, but additionally just days away from the beginning of the Women’s FIFA World Cup, which could help EA Sports generate buzz for its recent offering at a critical time. The release of the title represents the primary soccer game from the corporate after it failed to succeed in a recent licensing agreement with FIFA last 12 months, putting an end to the widely known FIFA-branded gaming series.
Pepsi has often aimed to achieve 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, amongst other efforts geared toward support women in the game. Last 12 months, the corporate also struck a partnership with Yum Brands chains Pizza Hut and KFC for marketing activations timed to the UEFA Champions League competition.
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