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PepsiCo has announced a new multi-year global partnership with EA SPORTS making three of its flagship brands – Pepsi, Gatorade, and Lay’s – proud new partners of the hotly-anticipated football gaming property, EA SPORTS FC.

The strategic agreement will see both parties collaborate to deliver gaming experiences that create moments of joy for modern football fans, and it allows PepsiCo to further develop its rich heritage within the football entertainment space, forming part of its overarching business strategy to deliver engaging fan experiences and activities that unite the realms of football, music and gaming.

Global ambassadors from PepsiCo’s lucrative roster of football talents – such as Vini Jr (Brazil and Real Madrid) and Leah Williamson (England and Arsenal) – and will feature in forthcoming activations, including entertainment crossovers, in-game integrations and on-pack promotions that will grant fans access to exclusive experiences and must-have in-game rewards. The partnership will also provide a platform to further collaborate on existing PepsiCo initiatives, encouraging participation in football and gender equality in the sport.

Adam Warner, Head of Global Sports and Partnerships at PepsiCo, said: “EA SPORTS is an iconic brand in the realm of football and has revolutionized fan engagement. With PepsiCo’s history and extensive involvement in football and entertainment, 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.”

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. We’re proud to partner with PepsiCo to create more unmissable experiences that will undoubtedly captivate fans of the World’s Game.”