Pepsi has unveiled a sweeping new marketing initiative called "Soccer Deserves Pepsi," enlisting global football icons David Beckham, Guillermo Ochoa, Christian Pulisic and Vinícius Júnior to front the effort.
A New Era of Soccer and Soda
The campaign’s core message is simple: just as a perfect pass deserves a perfect celebration, a great meal deserves a great‑tasting cola. Pepsi positions itself as the beverage that elevates match‑day food experiences, from stadium snacks to backyard barbecues.
Central to the rollout is the promotion of Pepsi Zero Sugar, billed as the best‑tasting zero‑sugar cola and already the preferred choice of nearly two‑thirds of American consumers. Limited‑edition cans and bottles bearing the campaign’s artwork will appear on shelves across the United States and Mexico, while digital discounts on DoorDash encourage fans to order in.
In‑store displays feature bold creative that spotlights the soccer stars alongside the brand’s new flavor extensions, including Pepsi Zero Sugar Wild Cherry and Pepsi Wild Cherry & Cream. The visual push is designed to catch the eye of shoppers who gather to watch the UEFA Champions League and other high‑profile matches.
A sweepstakes tied to the campaign offers an "ultimate at‑home match‑day viewing upgrade" along with $500 gift cards, giving fans a chance to turn a regular game night into a premium experience. The promotion underscores Pepsi’s ambition to be the default beverage at every soccer‑centric gathering.
Beyond advertising, the initiative extends into a content series with Copa90 that explores food traditions linked to soccer in cities across the United States, weaving cultural storytelling into the brand’s narrative. By aligning with the UEFA Champions League and local fan zones, Pepsi aims to embed itself at the heart of the sport’s global community.