PepsiCo marks commitment to women’s football by sponsoring the UEFA Women’s EURO 2022 – Retail Times


PepsiCo is marking its long term commitment to women’s football by sponsoring the UEFA Women’s EURO 202’ 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 with 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% of football fans saying that they don’t prepare snacks for big matches[1], 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.

Lucy Bronze will be at the forefront of Pepsi MAX’s integrated media campaign, spanning across digital, Out Of Home, shopper marketing and Point Of Sale. 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.

Karina Carrico, marketing manager at PepsiCo, comments: “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. 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. 



PepsiCo is marking its long term commitment to women’s football by sponsoring the UEFA Women’s EURO 202’ 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 with the men’s national team, with the launch of a heavyweight marketing…