Pepsi rolls out new platform celebrating football culture and fandom worldwide

London, United Kingdom – PepsiCo has announced the launch of Pepsi Football Nation, a new global platform aimed at celebrating football culture beyond the 90 minutes of play.

The initiative brings together the brand’s longstanding involvement in football, spanning major tournaments such as the UEFA Champions League and entertainment-led events like the Kick Off Show presented by Pepsi, alongside grassroots and community engagements.

According to the company, the platform is designed to reflect how football extends into everyday life, encompassing pre-match anticipation, fan rituals, and post-match conversations. It seeks to highlight how the sport fosters communities shaped by shared beliefs, rivalries, and traditions across different regions.

Pepsi Football Nation will consolidate the brand’s football-related activities under a single global framework, with a focus on cultural expression as much as on-the-pitch performance. The platform will showcase elements of fandom such as chants, long-standing traditions, and social interactions that define the fan experience.

The initiative will also feature a roster of international football players, positioned as figures who influence both sporting performance and broader culture.

Eugene Willemsen, chief executive officer, international beverages at PepsiCo, says: “For more than five decades, Pepsi has been at the heart of global football culture, bringing the game beyond the pitch and into the worlds of music, entertainment and fandom. As football continues to grow and attract more diverse audiences, our opportunity is not only to show up in the sport, but to elevate the emotional energy that makes it unforgettable.”

He added, “Pepsi Football Nation is our next step: a platform that celebrates the passion, personality and shared experiences that unite fans everywhere. It reflects our commitment to driving cultural impact and creating deeper connections with consumers around the world.”

As part of the rollout, Pepsi Football Nation will be activated through digital and social content, creator and influencer collaborations, and storytelling inspired by football chants and music. The platform will also extend into retail through in-store and on-pack activations, as well as food and beverage moments linked to matchday experiences.

The company said the initiative aims to create a connected ecosystem that mirrors how fans engage with football across different touchpoints, combining global reach with localised expressions of the game.