PepsiCo’s flagship brand PEPSI® has unveiled a new global marketing push called Soccer Deserves Pepsi, tapping into the world’s most popular sport to deepen the link between match-day meals and the brand’s fizzy refreshment.
Elevating the Game-Day Experience
The campaign features a roster of international soccer icons — including David Beckham, Mexico’s Guillermo Ochoa, United States forward Christian Pulisic and Brazil’s Vini Jr. — who appear in a series of spots that show the role of Pepsi in elevating the flavors of the foods fans enjoy while watching a game.
Gustavo Reyna, Pepsi’s Vice President of Marketing, said the initiative is built around the idea that a cold Pepsi can turn a simple snack into a celebratory experience, reinforcing the ritual of gathering around food and football.
New commercials will run across television and digital platforms, while limited-edition packaging and exclusive digital offers aim to reward loyal consumers. Fans who purchase specially marked bottles can enter to win an ultimate at-home match-day viewing upgrade.
Beyond advertising, Pepsi will activate pop-up experiences at restaurants in cities across the United States, inviting diners to sample the brand’s lineup — including Pepsi Zero Sugar, Pepsi Prebiotic Cola and Pepsi Wild Cherry & Cream — alongside local cuisine.
A complementary content series produced with COPA90 will explore how food traditions intertwine with soccer culture in U.S. cities, highlighting stories from fans who pair their favorite dishes with a can of Pepsi.
The effort also underscores Pepsi’s broader strategy of aligning its product portfolio with cultural moments, as the company leverages partnerships with platforms such as DoorDash to bring the campaign directly to consumers’ doors.