PepsiCo partnership supports female football coaches ahead of Euros

PepsiCo is partnering with Women in Football to sponsor 45 aspiring female coaches on the Football Association’s “Introduction to Coaching” course.

According to the Female Coaching Network, 72 per cent of head coaches in women’s football are men, and no Premier League side currently has a female coach as part of its men’s first team staff. Two-thirds (66 per cent) of women in the industry have experienced gender discrimination on at least one occasion, the research reveals.

In addition to coaching courses, the partnership will give the chosen female coaches access to group training sessions and networking opportunities. Nominations for the FA course are open to all women 18 or over with a passion for coaching across the UK.

The partnership also aims to educate PepsiCo’s 4,500 employees in the UK about female participation and leadership in football through a series of courses, conferences and volunteering opportunities.

The company is also making a long-term commitment to women’s football by partnering with UEFA Women’s Football until 2025 and sponsoring the UEFA Women’s Euros 2022.

A “heavyweight” marketing campaign involving PepsiCo brands Doritos, Walkers Max and Pepsi Max will encourage the nation to show the same level of support for the women’s team as the men’s team, with activity across digital, social, PR, point-of-sale, out-of-home and in-store.

“As a global company, we want to use our platform to help women thrive in the game, from the players leading the line-up at UEFA Women’s EURO 2022, to talented coaches looking to break into football,” says PepsiCo UK and Ireland CMO Fiona Tomlin.

“We believe that the women’s game should be just as valued and celebrated as the men’s game, and this partnership with Women in Football is one way we’re hoping to make a meaningful and long-term difference to champion female participation at all levels.”