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PepsiCo marks commitment to women’s soccer ahead of UEFA Women’s Euro 2022

PepsiCo marks commitment to women’s soccer ahead of UEFA Women’s Euro 2022
Andy Marino
By Andy MarinoJun 14, 2022
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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is marking its long term commitment to women's football by sponsoring the UEFA Women's EURO 2022 as part of a five-year partnership with UEFA. PepsiCo will be encouraging the nation to show the same level of support for the women’s game as the men’s national team, with the launch of a heavyweight marketing campaign, across digital, social, PR, POS, OOH and in-store activations.

An exciting on-pack promotion is also being rolled out across Doritos, Walkers MAX, and Pepsi MAX, calling on consumers to "GET MATCH READY" with big and bold flavours. Featuring England players Lucy Bronze, Nikita Parris and Leah Williamson, the on-pack promotion is offering fans the chance to win 750 pairs of tickets, including sold-out matches. With 30 per cent of football fans saying that they don’t prepare snacks for big matches, PepsiCo is also giving away cash prizes*, so that consumers can buy their snacks and drinks to be ready for the game.

As part of the partnership, Doritos will be launching its biggest campaign of the year and its first-ever brand-led football campaign in the UK. The campaign, fronted by England Players Jill Scott and Mason Mount, will span over the duration of the tournament and will include TV, Digital, PR and strong shopper support.

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Lucy Bronze will be at the forefront of Pepsi MAX’s integrated media campaign, spanning across digital, OOH, shopper marketing and POS. The UEFA Women's EURO final show at Wembley will also be sponsored by Pepsi MAX, with some of UK’s best female artists coming together to perform.

“The sponsorship of the UEFA Women's EURO 2022 and activating through our brands Walkers, Doritos and Pepsi MAX demonstrates our long term commitment to the women’s game," said Karina Carrico, marketing manager at PepsiCo. "This year’s tournament is being hosted in England, and so we’re expecting to witness an incredible atmosphere, with fans generating huge excitement across the country. Our campaign will be about harnessing the nation’s passion and excitement during the UEFA Women’s EURO and elevating women’s football to the iconic status it deserves. Through our on-pack promotion, we will also be rewarding our shoppers with the chance to win fantastic prizes. The sponsorship is a brilliant opportunity for us to have the PepsiCo range front of mind for new and existing shoppers, driving footfall and sales for retailers.”

Walkers MAX, Doritos and Pepsi MAX on-pack promotion ranges are now available across grocery and convenience channels.

*On-pack promotion: All match tickets will be won by 16 July and cash prizes promotion will run until 31 July.

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