PepsiCo is poised to sign a £20 million ($33m; €30m) sponsorship deal with England’s soccer governing body the Football Association, muscling in on an area hitherto the domain of rival Coca-Cola.
The four-year agreement is yet to be signed, but assuming no eleventh-hour hitches it will see Pepsi join the FA Partners scheme, giving the cola giant access to such properties as the England team and the FA Cup.
Pepsi will be specifically linked with the ‘youth and development’ side of the FA’s activities. Previously the drinks firm has focused on deals with star players, making the imminent commitment to grass-roots football a new departure in its British marketing strategy.
Already signed up as FA Partners are McDonald’s, Umbro, Nationwide and Carlsberg.
Data sourced from: BrandRepublic (UK); additional content by WARC staff