Pepsi Teams With Real Madrid in Global Promo Deal

09 August 2002

Real Madrid, recently named as the world’s number one soccer club brand, has teamed with the planet’s number two cola brand in worldwide marketing deal. The union will link PepsiCo to the club through a blend of sponsorship, advertising and promotional activity.

Cheered Antonio Lucio, chief marketing officer of PepsiCo Beverages International: “Football delivers excitement like no other sport in the world and Real Madrid is among the elite teams in terms of championships and fan recognition.”

Not to be outdone in the mutual admiration stakes, the club’s general manager of marketing Jose Angel Sanchez scored with a goalkeeper-beating string of clichés: “A global partner like Pepsi is a great fit for our club as we share many of the same values for winning.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff