Pepsi has rolled out a new global campaign called ‘Soccer Deserves Pepsi’ timed to the upcoming World Cup, enlisting David Beckham and Mexican goalkeeper Guillermo Ochoa as the faces of a story that links the sport, food and the brand’s zero‑sugar offering.
A cultural kickoff before the tournament
The effort, developed with advertising agency BBDO, fan‑focused media outlet COPA90 and PepsiCo’s in‑house studio, will appear across broadcast, social platforms, retail shelves, experiential activations and digital spaces, ensuring the message reaches audiences wherever they consume the game.
Soccer stars Christian Pulisic and Vini Jr. are contributing bespoke social and retail content, while former U.S. player Kyle Martino lends his voice to the English‑language spot, underscoring the campaign’s cross‑border appeal.
Gustavo Reyna, Pepsi’s vice president of marketing, says the initiative reflects a simple insight: match days are as much about the food on the table as they are about the football on the screen, and the company wants to be part of that ritual.
Through a branded destination on DoorDash, fans watching from home can order a Pepsi alongside their favorite meals, while COPA90 will debut a series exploring how food and soccer become local traditions across the United States.
The campaign builds on the earlier ‘Food Deserves Pepsi’ platform and marks the latest chapter in Pepsi’s strategy to align its zero‑sugar portfolio with cultural moments that bring families together, a strategy that also leverages BBDO’s work with brands such as Budweiser, M&M’s, Whiskas and McDonald’s.
The rollout illustrates how beverage and food companies are weaving themselves into the fabric of sport, using high‑profile athletes and multi‑channel storytelling to turn a tournament into a shared cultural experience.