PepsiCo and EA Sports launch football gaming platform

The platform will also feature various star football players within forthcoming activations, including Vini Jr (of Real Madrid and Brazil fame) and Leah Williamson (from Arsenal and England).

Adam Warner, head of global sports and partnerships at PepsiCo, said: "Our brands are uniquely positioned to push the boundaries of football fandom. This partnership enables us to reach football fans and communities worldwide, and to provide them with experiences that elevate their connection to the beautiful game."

The partnership will build on PepsiCo’s heritage in the football entertainment space, which includes a recent sponsorship of the first-ever women’s Finalissima match at Wembley Stadium, an activation with stars Lionel Messi and Ronaldinho and previous support for the UEFA Women’s Euro 2022, which saw a campaign launched in partnership with Doritos.

PepsiCo additionally claims the partnership will aim to encourage fan participation in football and promote gender equality in the sport.

David Jackson, vice president of brand at EA Sports FC, said: "For years, PepsiCo's brands have been delivering memorable moments for football fans, and we’re energised to incorporate that rich heritage into our own experiences as we set forth on this remarkable journey with EA Sports FC.”