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PepsiCo has announced a multiyear global deal with Electronic Arts to incorporate three of its brands in the forthcoming soccer video game EA Sports FC 24.
Following the end of EA Sports’ 30-year partnership with world football governing body FIFA, PepsiCo has announced a multiyear global deal with Electronic Arts ahead of the release of its new game FC 24.
The new deal will with EA Sports will incorporate three of its brands - Pepsi, Gatorade and Lay’s --with the video game producer’s newly titled EA Sports FC 24.
According to an official press release, the strategic agreement will see both parties collaborate to deliver gaming experiences that create moments of joy for modern football fans.
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The deal also 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.
EA and FIFA’s relationship ended controversially last year after both parties failed to come to terms after the last deal expired in 2022.
Following the split, EA went ahead to purchase licenses across various leagues in world football and also reportedly closed over 300 individual deals, which included 30 global leagues and approximately 700 teams.
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Speaking on the new partnership agreement, Adam Warner, Head of Global Sports & Partnerships at PepsiCo commented:
"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."
While David Jackson, Vice President of Brand at EA Sports FC, added:
"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."
According to a report from Sports Business Journal, PepsiCo was previously boxed out from inclusion with the FIFA video game, as their rivals Coca-Cola has been a FIFA sponsor since 1974.
However, after EA’s licensing deal with FIFA ended, it opened up the opportunity for PepsiCo to become affiliated with the iconic soccer video game franchise that saw its last iteration surpass the lifetime sales of FIFA 22 in the first six months alone.
Pepsi, Frito Lay and Gatorade are also sponsors of UEFA.
Through the new partnership, EA and PepsiCo will collaborate on initiatives inside and outside the game.
Global ambassadors from PepsiCo's lucrative roster of football talents - such as Vinicius Jr (Brazil and Real Madrid) and Leah Williamson (England and Arsenal) 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.
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