PURCHASE, N.Y. — Pepsi is launching a new soccer-focused marketing campaign centered on match day food occasions, featuring soccer stars David Beckham, Guillermo Ochoa, Christian Pulisic, and Vinícius Júnior ahead of the upcoming UEFA Champions League Final. The campaign, titled “Soccer Deserves Pepsi,” began rolling out online on May 27 and will continue throughout the summer as the beverage brand expands its “Food Deserves Pepsi” platform to soccer viewing occasions.
Consumers can access campaign-related offers through DoorDash, enter sweepstakes through July 11, and purchase limited-edition packaging now available at retailers nationwide. Pepsi said the campaign highlights products including Pepsi Zero Sugar, Diet Pepsi, Pepsi Wild Cherry & Cream, and Pepsi Prebiotic Cola.
The campaign arrives as major beverage and snack brands continue investing heavily in sports partnerships, particularly soccer, as the sport’s U.S. audience grows ahead of major international tournaments and the continued expansion of streaming sports audiences.
Pepsi said the advertisements will air ahead of the UEFA Champions League final and highlight how food traditions, including tacos, wings, and family-style meals, bring people together during soccer watch parties and gatherings.
Guillermo “Memo” Ochoa, goalkeeper for the Mexican National Team, said fans closely connect soccer viewing traditions with food and family experiences.
“Back home in México, it’s tacos on the table, el partido on full blast, and Pepsi Zero Sugar making every bite taste even better,” Ochoa said in a statement announcing the campaign.
Christian Pulisic, a member of the U.S. Men’s National Team, said the campaign reflects the communal aspect of watching matches.
“When you have great food, great company, and cold Pepsi Zero Sugar leveling up your match day spread, the experience is anything but flat,” Pulisic said.
According to Gustavo Reyna, vice president of marketing for Pepsi, the company sees food-focused viewing occasions as a strategic growth opportunity for the cola category.
The campaign also includes:
- Limited-edition Pepsi packaging available nationwide
- A branded DoorDash destination for match day ordering
- Retail displays featuring Pulisic, Ochoa, and Vinícius Júnior
- A sweepstakes offering an at-home viewing setup and 10 $500 gift cards
- A summer content series developed with Copa90 focused on local soccer and food traditions
Why it matters
Pepsi’s latest campaign reflects a broader trend in the beverage and CPG industries. Brands are increasingly using sports fandom and food culture to deepen emotional connections with consumers. Soccer continues to grow rapidly in the U.S., especially among younger multicultural audiences. That growth is making international football partnerships more valuable for global brands.
The campaign also highlights how beverage companies are shifting away from standalone product promotion. Instead, brands are focusing on “occasion-based consumption.” Products are being positioned as part of social rituals like watch parties, tailgates, and family gatherings.
Additionally, Pepsi’s emphasis on Pepsi Zero Sugar aligns with the industry-wide push toward lower-sugar formulations. At the same time, brands are working to maintain recognition for their flagship products. Major beverage manufacturers continue balancing indulgence, nostalgia, and better-for-you positioning as consumer preferences evolve.
Editor’s note: Source86 perspective
For beverage brands and food manufacturers, Pepsi’s soccer campaign highlights the growing role of experiential marketing and cultural moments in consumer engagement. Sports partnerships, limited-edition packaging, and digital ordering integrations are increasingly being combined into multi-channel campaigns. These strategies help brands extend beyond traditional advertising and connect with consumers in more interactive ways.
At Source86, we help food and beverage companies manage ingredient sourcing, private label development, FSQA compliance, and supply chain coordination. These services support large-scale promotional campaigns and seasonal demand spikes. As brands continue connecting products to lifestyle and entertainment moments, operational agility and supply chain transparency remain critical. Let’s talk.
FAQs
The campaign is Pepsi’s latest soccer-focused marketing initiative tied to the UEFA Champions League and summer match viewing occasions. It features athletes including David Beckham, Christian Pulisic, Memo Ochoa, and Vinícius Júnior.
The “Ultimate Viewing Experience” sweepstakes runs through July 11, 2026.
The campaign highlights Pepsi Zero Sugar, Pepsi, Diet Pepsi, Pepsi Wild Cherry & Cream, and Pepsi Prebiotic Cola.
External source: PEPSI® LEVELS UP SOCCER MATCH DAY FOOD, MAKING EVERY BITE TASTE BETTER
