PepsiCo Joins a Rising Wave of Global Brands Investing in the Future of Women’s Soccer
PepsiCo is doubling down on its commitment to the global growth of women’s soccer, announcing this week the extension of its UEFA Women’s Football partnership through 2030. The renewed deal reinforces the brand’s leadership role in the evolving women’s sports landscape, as three of its most iconic brands — Pepsi®, Lay’s®, and Gatorade® — deepen their involvement with UEFA Women’s Champions League (UWCL) and UEFA Women’s EURO.
As global interest surges, PepsiCo becomes the latest major brand to double down on women’s soccer.
The renewed partnership makes PepsiCo the first UEFA Women’s Football partner to re-sign for the next cycle, further cementing its legacy as an early and enduring advocate for the women’s game. Originally the first UEFA Champions League partner to support women’s football back in 2019, PepsiCo is now positioned to remain a key player as the sport enters a new era of growth.
A Multi-Brand Approach to Growth
From world-class entertainment activations to grassroots programs, PepsiCo plans to drive brand awareness and build deeper community engagement through its core brand pillars: 
Pepsi: Already known for its energetic pre-match entertainment at the men’s UEFA Champions League Final, Pepsi will now bring its “Kick-Off Show” to the UEFA Women’s Champions League Final starting in 2025/26 and the UEFA Women’s EURO Final in 2029. These fan-centric experiences will combine live music, in-stadium performances, and digital interaction to bring fans closer to the action.
Lay’s: Building on the brand’s global football platform, “No Lay’s, No Game,” Lay’s will continue spotlighting fan passion through in-stadium experiences and digital campaigns. Lay’s has also named Spanish icon Alexia Putellas as a brand ambassador. Putellas, captain of Spain’s national team, has earned two consecutive Ballon d’Or Féminin titles, leading Spain to victory in the 2023 FIFA Women’s World Cup.
Gatorade: Through its “Fuel Tomorrow” initiative, it continues supporting grassroots programs and athlete development. In addition to providing sideline support for UEFA matches, the brand will extend its investment in coaching education, playing spaces, and referee development across UEFA’s competitions.
A Strategic Moment for Women’s Football
The timing of PepsiCo’s renewed commitment aligns with a wave of momentum in women’s soccer. The 2023 FIFA Women’s World Cup shattered attendance and broadcast records, while UEFA’s new UWCL format and growing prize money have attracted a broader fan base and bigger media interest. Brands like Visa, Nike, and Barclays have also recently expanded their investments in women’s soccer, signaling broader industry confidence in the sport’s commercial viability.
“Football is a global passion, and PepsiCo is uniquely positioned to continue creating moments that inspire fans and drive growth for our business and brands,” said Adam Warner, Vice President of Global Sports & Entertainment Partnerships at PepsiCo. “Extending our partnership with UEFA Women’s Football harnesses the power, resources, and scale of three iconic brands to further elevate the sport.”
UEFA also welcomed the continued collaboration. “PepsiCo’s longstanding commitment to growing the game aligns seamlessly with UEFA’s new Women’s Football Strategy — driving investment, visibility and growth at all levels of the football pyramid,” said Guy-Laurent Epstein, UEFA Marketing Director. “Together, we will continue to elevate the women’s game, inspiring the next generation of players and fans alike.”
The Bigger Picture
PepsiCo joins a growing list of global brands making major moves in women’s soccer. Visa has signed multi-year deals with both UEFA and FIFA Women’s World Cups, while Barclays is the title sponsor of the Women’s Super League in England. Nike has launched campaigns centered around gender equity in sport and continues to lead on player-specific boot designs.
PepsiCo’s sustained commitment to women’s football showcases a broader industry trend: women’s sports are not just growing, they’re thriving. And with this renewed partnership, PepsiCo is making a clear statement that it wants to lead from the front.
For more information, visit pepsico.com and follow @PepsiCo on social platforms.
