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EA and PepsiCo agree to a multi-year worldwide relationship for EA Sports FC

Posted : 12 July 2023
To position three of its iconic brands Pepsi, Gatorade, and Lay's as partners of EA's next EA SPORTS FC game, food and beverage corporation PepsiCo has announced a new multi-year worldwide agreement with EA Sports.
 
Through the recently independent EA game, the alliance seeks to increase fan interaction with the football fandom and reach a wider audience.
 
Vini Jir and Leah Williamson are two of the Pepsi football ambassadors who will work with EA and PepsiCo on activations. In-game prizes, on-pack promos, special experiences, and in-game integrations will all be included in the package.

More information on potential activations will be made public in the future, although PepsiCo expressed interest in working with EA on competitive gaming.
 
The beverage behemoth, widely known for its signature soft drink Pepsi, said that the relationship is a key component of its broader business plan to provide activations that bring together the worlds of football, music, and gaming. Additionally, it will provide as a venue for future cooperation on the PepsiCo efforts already underway to promote participation and gender equality.

PepsiCo and EA have signed a multi-year deal, resulting from a shared agenda. Warner, PepsiCo's Head of Global Sports and Partnerships, believes the partnership is a mutual opportunity to broaden EA's audience reach. The deal follows EA's split with FIFA for the FIFA video game series.
 
FIFA notably has a decades-old partnership with Pepsi rival Coca-Cola. With FIFA out the way, EA is free to broaden its horizons.
 

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