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PepsiCo and Uefa, partnership until 2024 for the Champions League

SodaStream joins Pepsi, Lay's and Gatorad in the company's brand activations

PepsiCo today announced the extension of its partnership with the Uefa Champions League football elite for the 2021/22 and 2023/24 seasons. The partnership follows the company's recent announcement of its multi-year partnership with Uefa women's football until 2025. SodaStream joins the starting line-up of the Group's brands alongside the Pepsi brand, which also includes Pepsi Max, Lay's and Gatorade. Doritos, Ruffles, Lipton and 7Up will also support the competition.

"Today, Uefa is the largest global competition in which we are active, with over 100 of our markets enthusiastically participating each season with the best commercial programs in the category, from iconic solutions for packs and store activations, to engaging marketing campaigns with some of the best athletes in football supporting our brands”, said Ram Krishnan, PepsiCo's global chief commercial officer. "The addition of SodaStream this year offers the opportunity to share our efforts in creating a portfolio that goes beyond the single product, meeting the individual preferences of consumers within an influential global platform. excited to continue this powerful partnership and to unify our consumers and customers through the world's favorite sport and our beloved food & beverage portfolio”.

The partnership includes a particular focus on promoting equality and environmental causes, working together to create ever more sustainable events and to make the reduction and recycling of plastic waste a key priority. Additionally, following an impact program that has provided football facilities for refugees in Jordan, PepsiCo and the Uefa Foundation for Children will continue to collaborate on programs that harness the unifying power of football for communities in need. The "Final Opening Ceremony" will also be presented by Pepsi. Since its inauguration in 2016, the brand has brought a live musical performance to one of the largest annual sporting events, offering each final a level of entertainment for fans.

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EFA News - European Food Agency