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Launch of Pepsi Football Nation

In March 2026, PepsiCo announced the debut of a pioneering initiative known as Pepsi Football Nation. This global platform has been crafted to transcend the traditional boundaries of the football experience, inviting fans to engage in the rich culture surrounding the sport beyond the mere 90 minutes of play. From Rio de Janeiro to London, this initiative aims to make football a part of daily life, celebrating the atmosphere, the rituals, and the community that thrive around the game.

For over fifty years, Pepsi has played an integral role in major football moments, engaging not just during matches but in the heart of fan culture through various means including sponsorships of the UEFA Champions League and initiatives that leverage the sport to connect with audiences on a deeper level.

A Celebration of Football Culture

Pepsi Football Nation is more than just a brand initiative; it is a celebration of the football community worldwide. Football has an unparalleled ability to foster connections among people, creating a vibrant tapestry of communities united by their love for the game. The initiative recognizes that the essence of football is about more than the matches – it’s about the shared experiences, the pre-match traditions, and the conversations that linger long after the final whistle.

The new Pepsi platform aims to encapsulate these elements, offering fans a unified space where they can express their passion, share traditions, and engage with others who share their enthusiasm. Whether it's through fan chants passed down through generations, pre-game rituals, or late-night debates about the sport, Pepsi Football Nation seeks to highlight these unique aspects of football culture.

Influencing Modern Football

At the core of this initiative are the players who shape modern football. Pepsi’s dynamic roster of athletes represents the talent and cultural influence driving the sport forward. Their presence extends beyond the football pitch, marrying in-game excellence with a more significant cultural impact.

The platform builds a connected ecosystem that reflects how fans live football daily – from the anticipation that builds before a match, to the emotional highs and lows during the game, and the unforgettable moments that become part of fans' lives. Pepsi Football Nation aims to merge the global aspect of football with local passion, culminating in a shared celebration of the sport, wherever and however it is played.

Statement from PepsiCo

Eugene Willemsen, CEO of International Beverages at PepsiCo, expressed, “For over five decades, Pepsi has been at the heart of the global football culture, extending the sport beyond the pitch and into the realms of music, entertainment, and fandom. As football continues to grow and attract a more diverse audience, our opportunity lies not just in being present within the sport, but in harnessing the emotional energy that makes it unforgettable. Pepsi Football Nation is our next step – a platform that celebrates the passion, personality, and shared experiences that unite fans around the globe. It reflects our commitment to driving cultural impact and forging deeper connections with consumers worldwide.”

Engaging Fans Creatively

Pepsi Football Nation will express football culture through a multitude of channels. It will leverage digital content and social media to foster conversations among fans, employing humor and cultural relevance to amplify engagement. Narratives inspired by the fan anthems that are an intrinsic part of the sport will bring the voices of real fans to the forefront through collaborations with influencers and creators.

Additionally, the initiative will spotlight food moments to amplify the experiences on match days. From activations in retail environments to packaging that transforms everyday Pepsi moments into celebrations of the game, the scope of Pepsi Football Nation is vast and inclusive.

Fans can stay updated by following Pepsi on platforms like Instagram, Facebook, TikTok, and YouTube.

About PepsiCo

PepsiCo’s products reach more than a billion consumers each day across over 200 countries and territories globally. The company reported nearly $94 billion in net revenue in 2025, supported by a portfolio of convenience-enhancing food and beverage brands including Lay's, Doritos, Gatorade, and Pepsi-Cola among others. PepsiCo aims to be the world's leading food and beverage company, grounded in sustainability via its pep+ strategy that emphasizes growth and resilience for both the company and the communities it serves. To discover more about PepsiCo, visit www.pepsico.com and follow them on X (formerly Twitter), Instagram, Facebook, and LinkedIn at @PepsiCo.