The Football Association (FA) has signed a landmark four-year partnership with Pepsi MAX, designating the brand as the official soft drinks partner for both the England men’s and women’s senior teams.
The deal arrives at a strategic peak for English football, with the men’s team preparing for a major international tournament this summer. The collaboration is designed to bridge the gap between players and the public through high-energy, fan-focused activations.
Key Pillars of the Partnership
- Sustainability in the Women’s Game: Pepsi MAX becomes a founding partner of a new FA initiative aimed at securing the future of the Lionesses. The program focuses on creating pathways for emerging talent and ensuring long-term growth.
- Fan Engagement: The deal will be brought to life through multi-channel campaigns, including digital content, limited-edition packaging, and immersive matchday experiences.
- Star-Studded Launch: To kick off the agreement, a social film has been released featuring England internationals Lauren James and Elliot Anderson, alongside comedian Tom Davis.
Industry Perspectives
“We’re incredibly excited to partner with Pepsi MAX, a brand that truly understands fan culture. From backing our senior national teams to investing in the future of the England pathway, this is a partnership built for impact.” — James Gray, FA Commercial Director
“Football has always been at the heart of Pepsi MAX. Partnering with England ahead of a major summer tournament makes this even more special.” — Natalia Filippociants, GM for International Beverages at PepsiCo